The Proctoid view (and as so many Pepsi Brandies are P&G washouts, I feel qualified):
First, Beyoncé looks HOT! and therefore this is engaging.
Second, third and everything else: what's the strategy? Make teenies like Pepsi because Britney drinks it? Make old farts like it because they remember Queen and - there!, there! freeze frame it now! - Brian May and That Other Bloke have a cameo? Provide free soft JO material in the hope it makes adolescent boys and bachelors thirsty? All of the above? Sadly, no: the agency's strategy was spend as much on production as possible (and get something cute on the showreel), and the (probably ex-P&G) Pepsi Marketing Director wanted to meet Brit, Beyonz, or - heaven forfend - PinkyPunky. The US's free iTunes offer is a reason to choose the brand, albeit temporarily. But this is an engaging waste of money.
PS: On the subject of engagingness, I grabbed some Beyoncé-as-gladiator stills if anybody wants them...
Call me an old Proctoid client-side SOB if you want, but I think this is a mighty fine piece of co-operative marketing. Free music with cola is a tired old trade promotion, but this copy plays the MP3 angle for all it's worth and lands bang in the middle of Pepsi's never-mind-the-flavor-it-shows-you're-a-youngster (sorry flava, youngsta) equity. Finds the emotion, manages to be engaging, and succeeds in making its low-cost spokespeople into relevant, credible brand heroes. That said, I think I'll pay for my iTunes and keep drinking DC.
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