Beyonce smash 'Crazy In Love' features in new Pepsi ad

NEW YORK - Beyonce's smash hit summer single 'Crazy in Love', which is currently number one in the UK Top 40, is to be the centrepiece of Pepsi's new television advertising campaign, breaking in the US today.

In the ad, the star, who has had number one records as a solo artist and as part of Destiny's Child, will turn up at a petrol station, surprising the attendant who only just manages to keep his cool. The ad will break during a new weekly music series 'Pepsi Smash', shown on Wednesday nights on The WB.

Beyonce signed a deal with Pepsi late last year, and she has already starred in television ads for the cola brand, directed by Spike Lee. Pepsi retains BBDO New York to create its advertising, although Lee has set up an agency called Spike DDB in conjunction with the Omnicom-owned agency DDB Worldwide.

Her most recent ad featured music from the opera 'Carmen' and was a tale of a suburban boy coming to New York.

Dave Burwick, senior vice-president and chief marketing officer of Pepsi-Cola North America, said: "Beyonce's popularity is off the charts and her success in both music and movies has made her one of the most influential entertainers in Hollywood today.

"We're thrilled to bring her new commercial to the airwaves on the debut of 'Pepsi Smash', just as her single is topping the pop charts."

Pepsi's recent advertising campaigns have included some of the world's best-known singers, including the Columbian chanteuse Shakira and Britney Spears, who was spotted drinking rival cola brand Coca-Cola on more than one occasion during her tenure as a Pepsi spokeswoman.

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