- April 5th, 2013Videos:
- April 4th, 2013
GET. BEYONCÉ. NOW.
Pepsi Unveils Visionary New Global Campaign that ‘Shatters’ Illusion and
Features New Beyoncé Song “Grown Woman”
Creative Collaboration Will Entertain Billions and Appear in More Than 70 Countries Worldwide Starting April 4th
[White Plains, NY 2013] - Beyoncé and Pepsi take the ultimate trip down memory lane, only to realize the excitement of the moment is NOW in a new global advertising campaign unveiled today. The creative collaboration, mutually developed by Beyoncé and Pepsi as part of the previously announced global partnership, will debut at 9:00am EDT/2:00pm GMT in a special digital premiere on www.youtube.com/pepsi, followed by airings in more than 70 countries worldwide beginning on April 4th. The spot, which will be seen by more than a billion people, also features “Grown Woman,” an infectious new track from Beyoncé.
The global partnership is the next iteration of Pepsi’s “Live for Now” brand spirit, which encourages fans to embrace the NOW and be at the epicenter of, and helping to define, pop culture – a mindset shared by both Beyoncé and Pepsi. It is also the current cornerstone of Pepsi’s breakthrough, global music strategy which supports emerging, rising and iconic stars alike by providing them with truly global reach, promotional support and innovative resources, such as “The Pepsi Opening Act” platform, and offers fans extraordinary, unforgettable music and experiences.
The spot entitled “Mirrors”, one of the first creative collaboration elements of the partnership, sees Beyoncé’s most iconic personalities from her past – including “Bootylicious” Beyoncé, “Sasha Fierce” and “Crazy in Love” Beyoncé – go head-to-head in a dance-off in a mirrored studio. As it progresses, Beyoncé recreates her most memorable moves before being inspired to create a fresh, never-before-seen routine. “Mirrors” chronicles Beyoncé’s realization that all these experiences and personas helped her become who she is NOW, much like the story of a “Grown Woman” – the perfect visual embodiment of the “Live For Now” brand ethos. “I had so much fun collaborating on this campaign with Pepsi. I got to re-live some of my favourite past characters and looks. It was the first time I saw those costumes in years and it was very emotional,” says Beyoncé. “I’m proud of those moments and they all connect in some way and have helped me evolve into who I am today.”
Crazy In Love
Single Ladies (Put A Ring On It)
Beyoncé and Pepsi enjoy a long-standing relationship that goes back more than a decade and includes groundbreaking, international campaigns in which she starred alongside Jennifer Lopez, David Beckham, P!nk and Britney Spears. Beyoncé was intimately involved in every aspect of the creative development of this campaign - from the storyline to the overall styling and selection of which ‘Beyoncé’s’ best bring to life the journey she has been on, to become who she is NOW. “There isn’t an artist that embodies what it means to "Live for Now" more than Beyoncé. She is a true trendsetter and is at the epicenter of pop culture today, and we couldn’t have asked for a better creative partner to bring our shared visions to life. While this advertising is the first phase of our wide-ranging collaboration, we are also co-developing ways to engage fans around the upcoming “The Mrs. Carter Show World Tour,” and incubating a lot of other cool creative content together to entertain our fans, create indelible moments and continue to shape pop culture,” said Brad Jakeman, President, Pepsi Global Beverages Group. “Mirrors” was shot in New Jersey (USA), directed by Jake Nava who has collaborated with Beyoncé on numerous projects including the indelible “Crazy in Love” video and filmed by Oscar award-winning cameraman Claudio Miranda.
To watch the brand new “Mirrors” advert and find out more on Pepsi’s 2013 campaign visit YouTube.com/Pepsi, and for more information visit www.pepsi.com.News:
- March 21st, 2013
H&M is proud to announce a new partnership for its summer campaign with global superstar Beyoncé. The entertainer, who kicks off her sold out Mrs. Carter Show World Tour on April 15, will appear in television and print ads featuring pieces from the H&M summer collection. The print and outdoor billboards introduce "Beyoncé as Mrs. Carter in H&M”, the idea that all women can be all things: strong, vulnerable, sensual, maternal, fun, flirtatious. The clothing will be available beginning May in H&M stores worldwide and online.
“I’ve always liked H&M’s focus on fun and affordable fashion. I really loved the concept we collaborated on to explore the different emotions of women represented by the four elements – fire, water, earth and wind. It was a beautiful shoot on a tropical island. It felt more like making a video than a commercial,” says Beyoncé.
“H&M’s summer campaign starring Beyoncé is an epic fantasy, with glamour, drama and also a sense of paradise. It was amazing to watch her on the shoot make it all look effortless – a quality that makes her such an icon for women around the world. The campaign is the essence of Beyoncé, and also the essence of H&M this summer,” says Donald Schneider, Creative Director, H&M.
“In the campaign Beyoncé is wearing the key pieces from H&M you need for life in the sun this summer,” says Ann-Sofie Johansson, Head of Design, H&M. “There’s the perfect bodycon dress, as well as a flowing sun dress that makes a real statement. And of course there are the bikinis, especially the fringed bikini. What makes these pieces even more special is that Beyoncé herself had input into the design, and they are full of her own personal style.”
The summer campaign features swimwear and beachwear pieces as well as a tie-dye bikini from this summer’s H&M for Water collection. 25% of sales from the H&M for Water collection will be donated to H&M for WaterAid. Since 2002, H&M’s initiative with WaterAid has raised £2,650,000. The campaign images were shot in Nassau in the Bahamas by photographers Inez van Lamsweerde and Vinoodh Matadin, while the commercial was directed by Jonas Åkerlund. The commercial highlights the opposing nature of the four basic elements and will be available to view online in its entirety, with edited versions for TV. The commercial also features a new song from Beyoncé, "Standing On The Sun", which will be available worldwide online and on hm.com beginning May.News:
- March 18th, 2013
Click here for more photos and behind the scenes video!News:
- February 13th, 2013
On Saturday at 9PM, one of Beyoncé’s dreams comes true when her film Life Is But A Dream premieres on HBO. What’s your dream? Tell us on a piece of paper, share a pic of it to Instagram with hashtag #LifeIsButADream, and you may inspire Beyoncé herself to respond to you with a handwritten note. Visit HBO.com for more details.News:
- February 11th, 2013
This Saturday, February 16, Beyoncé will be taking over your TVs with TWO primetime specials. First, Oprah has just announced she will be sitting down with Beyoncé for her Next Chapter series at 8pm ET on OWN.
Then at 9pm ET on Saturday, don't miss Beyoncé's self-directed documentary Life Is But A Dream on HBO. One night, two specials you don't want to miss. Check your local listings.
- February 11th, 2013
Head to Vogue.com for the full cover story.News:
- February 11th, 2013
Congratulations to Beyoncé on her 17th GRAMMY win last night for Best Traditional R&B Peformance ("Love On Top")!News:
- February 11th, 2013
(NEW YORK, NY) /PRNewswire/ -- On the heels of Beyoncé's triumphant Super Bowl halftime performance, ESSENCE, the preeminent brand for African-American women, today announced that her Mrs. Carter Show World Tour is adding a special performance at the 19th annual ESSENCE Festival, where the international superstar will return to the Superdome to headline one of three stellar nights of concerts taking place July 4-7 in New Orleans, LA.
"We are incredibly excited to welcome Beyoncé back to the 2013 ESSENCE Festival line-up. She is truly the ultimate ESSENCE woman," said Essence Communications President, Michelle Ebanks. "If you missed her tour de force in New Orleans, please join us this Fourth of July weekend so that you can experience it live for yourself at the ESSENCE Festival. The ESSENCE Festival features the best in music, culture, arts and entertainment—all of which Beyoncé captures through her extraordinary gifts."
As the definitive destination for entertainment, empowerment, inspiration and culture, the ESSENCE Festival last hosted Beyoncé in 2009, and once previously in 2005 as a member of Destiny's Child.
Beyoncé joins an incredible 2013 ESSENCE Festival musical line-up, including: Jill Scott, Maxwell, New Edition, Charlie Wilson, Keyshia Cole, LL Cool J and Brandy, and more, with additional performers to be announced soon.
To purchase tickets, get more exciting news, talent and program updates go to www.essencefestival.com. Join the Festival community: follow us on Twitter @essencefest #essencefest and become a fan of ESSENCE Festival on Facebook.
Sponsors of the 2013 ESSENCE Festival include presenting sponsor Coca-Cola and major sponsors Verizon and Walmart. Official sponsors are Coors Light and Visa Prepaid.News: