Pepsi will use this year’s VMA Awards to show off its latest ad campaign featuring Samy Hawk, the Venezuelan native who won his chance at stardom during the “Becoming A Popstar” talent competition earlier this year.
The television commercial, which was included as part of the contest’s prize package, will air during the famed award show and features an appearance by choreographer and “Becoming a Popstar” judge Sean Bankhead. Set to Hawk’s debut song, Wild, the commercial is set in a colorful neighborhood block in Miami’s South Beach. The spot begins with the pop of a Pepsi can and the sound of bubbles sparking Hawk’s creativity and inspiring him to beatbox and dance. As the singer moves through the streets of the neighborhood, sonic influences of the Pepsi can and the surrounding environment layer in to build the song. The spot ends with a full-fledged choreographed number featuring Joropro dancers and Hawk’s fellow Los Wizards band members.
“Working with Pepsi and having my new song debut during a Pepsi commercial in the 2022 VMAs has been one of the best experiences of my life,” Hawk said in a statement. “Pepsi and MTV are such iconic brands with a long history of working with music legends – getting the opportunity to partner with them both and gain their support throughout the entire creative process feels surreal.”
The spot and awards show will mark the debut of “Wild,” which was written in collaboration with producer and songwriter Edgar Vargas (who also appears in the commercial). Immediately following the VMAs, consumers will be able to listen to the full-length song on Pepsi’s YouTube page and on other music streaming platforms.
“Becoming a Popstar” was a five-episode talent competition series that featured eight up-and-coming artists originally discovered on TikTok. In addition to Bankhead, show judges included pop stars Joe Jonas and Becky G.
