Michael Jackson and Advertising: Two Tributes

In his legendary career, Michael Jackson only engaged in endorsement deals with two brands, Pepsi and LA Gear. The following are tributes from the blog LaGearNews, and from iconic filmmaker Bob Giraldi, who worked with him on Pepsi (and more):

Michael Jackson Passing Sparks Memories for Legions of Fans

Today, thousands of people at Staples Center here in Los Angeles – and millions more across the globe – celebrate the life and work of Michael Jackson.

We call ourselves fans, but really that’s an understatement and a misnomer. We stood in awe of his talent and originality, and we stand there still, reeling from the sudden loss of this icon.
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Here at LaGearNews.com, we have been reminded over the past days of Michael’s impact on pop culture and fashion, specifically via his relationships with Pepsi and LA Gear.

Countless emails and comments have come in about the famed LA Gear "MJ" sneakers he48vwsp3.jpg inspired, and an equal number of calls for a revival of the product. At its core, the groundswell represents an outpouring of affection for Michael and an acknowledgment of his influence beyond his music.

This movement began even prior to his passing. Since the release of the updated Unstoppable line by current brand-owner ACI last December, there has been a lot of dialogue among fans old and new, about bringing back the "MJ" collection.

Michael Jackson.pngLike so many of you, we’d love to see the sneakers come back so we can be part of a new chapter in the unique relationship Michael had with those who loved him. While we can’t confirm any details at the moment, we have shared many of the comments we’ve received with ACI and Sportie LA, and we know that they’ve taken the fans’ sentiments to heart. They have expressed an interest in reaching out to one of the many charities with whom Michael worked so closely and possibly collaborating with them in some way.

Please stay tuned to www.LaGearNews.com for more, and please continue to share your thoughts with us.

Best wishes,
LaGearNews.com

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Director Recalls Michael Jackson’s Contribution to Advertising
Bob Giraldi Worked With Pop Superstar on Landmark Pepsi Ads in 1980s

By Bob Giraldi
Published in AdAge: June 26, 2009

I crossed paths with Michael Jackson at an important time in his career, and at an important time in mine.

"Beat It," which climbed to the top of record charts in 1983 — and later become one of the best-selling singles of all time — was the very first music video I ever directed. A couple of months later, Paul McCartney asked me to direct the video for "Say Say Say," the song he co-wrote with Michael. When Pepsi’s ad agency BBDO hired me to shoot "The Pepsi Generation" campaign, it marked my third encounter with the rising pop star.

Watershed moment for advertising

I still remember vividly being at a party to celebrate the announcement of Pepsi and BBDO forging a landmark endorsement relationship with Michael and his brothers, the Jackson Five. It was a nighttime event, and Michael appeared wearing dark sunglasses (like he often did throughout his life) — it was quite jarring to everyone at the time. I’ve always thought it was Michael’s way of maintaining some distance, like he was saying "I might be ready to sign the biggest contract ever with an advertiser, but I’m not ready to let you look me in the eye just yet."

Michael Jackson’s Pepsi commercial shoot is unforgettable, and with good reason. It was the first product endorsement by a superstar of his magnitude in history. People remember it mainly for the last day of the shoot, because, it was — as the late Phil Dusenberry indicated in the title of his book — the day we set his hair on fire. But in actuality, the campaign was shot in a span of three days.

The first was devoted to what we called the "Street" spot. Michael and his brothers danced through the streets to rock-and-roll beats and lyrics crafted by BBDO to talk about the soda. The scene is etched in our memories: a group of kids are led by a marvelous young dancer, Alfonso Ribeiro, as he imitates the moonwalk of his idol only to bump into the real Michael Jackson. Michael made it magical.

The infamous incident

On day two, we headed to downtown Los Angeles to an auditorium to film the second spot, "Concert." We were prepping for the last take, in which we planned for big special effects. Suddenly, came screaming from backstage: The King of Pop had accidently dropped his sequined white glove into a sea of urine while on a toilet break. His brothers and I ran to the bathroom and Michael howled for one of us "to get it out of the bowl!!" We did. One crisis averted. Until …

We’re rolling tape again, and I was backstage standing amid nervous clients. Michael stands at the top of the steps, the explosion behind him grand and loud, the crowd cheering. As I scanned all five monitors, something seemed out of whack. I leaned into my producer, Antony Payne, and whispered: "He’s out of sync … Michael’s never out of sync." The next thing we know, the star is struggling to rip off his fabled red jacket, thinking it was the jacket on fire, not his hair-and then pandemonium. The audience is in shock, some running to the stage, some trying to get out. Everyone comes forth from backstage rushing around him, comforting him. Emotions were high.

Through it all, Michael was brave. As he lay badly burned on a stretcher being carried out to the ambulance, he raised a shaky arm. Holding the dirty white glove, he wiggled it a bit, as if to signal to the world that everything was going to be all right — and let his fans know he’ll be back. I wish that was the case now.

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Bob Giraldi is also known for a series of commercials for Miller Brewing Co. and directing music videos for musicians such as Lionel Richie, Pat Benatar and Will Smith. He is director at GiraldiMedia, a New York-based media company.