When Melanie Amaro was named the winner of “The X Factor” U.S. in 2011, part of the grand prize that she won is a starring role in a Pepsi commercial that will premiere during Super Bowl XLVI on February 5, 2012. According to Billboard, the commercial features Amaro, Elton John and Flavor Flav (of Public Enemy and reality TV fame). And the song that Amaro sings in the commercial is her version of Aretha Franklin’s “Respect.”
NBC will have the U.S. telecast of Super Bowl XLVI. Pepsi is one of the main sponsors of “The X Factor” U.S., which is televised in the U.S. on Fox.
As previously reported, Amaro is signed to Syco/Epic Records, which will release her debut album before the end of 2012.
It still has not been officially announced what Amaro’s first single will be, but according to a listing on Amazon.com, Amaro’s rendition of “Respect” is going on sale as a digital download on February 2, 2012. As previously reported, Amaro’s first single was likely going to be the song that she performs in the Pepsi ad.
Frank Cooper, who is PepsiCo’s chief marketing officer of global consumer engagement, did a Q&A with Billboard. Here is an excerpt from the interview:
Melanie Amaro will perform a take on Aretha Franklin’s “Respect” in your Super Bowl 2012 Pepsi spot. What will make the campaign a success?
With a Super Bowl spot, a lot happens before the game and a lot happens during. And then, even after the game you have a life that lives mostly online, so we’re hoping the second screen will start to light up. That’s when you’re hitting on all cylinders.
Where do you see Pepsi taking music in 2012?
You’ll see Pepsi playing a more active role in the music industry but also music culture. What we did with Outasight points at that a bit, where obviously we integrated his song into a Pepsi commercial and that became a catalyst for his career. Just like how we’re featuring Melanie Amaro in our Super Bowl spot-using those features to elevate artists is something you’ll see a lot more of.