Nineteen eighty-seven was a wild time for pop culture. Michael Jackson was no longer just a singer; he was an absolute titan, a walking economy unto himself. He’d just released Bad, and the world was vibrating with anticipation. Then came the Michael Jackson Pepsi commercial 1987 campaign, specifically the "The Magic Begins" and "The Chase" segments. If you weren't there, it’s hard to describe the scale. This wasn't just a 30-second spot you ignored while grabbing a snack. It was an event. People actually scheduled their evenings around the premiere of these commercials.
Marketing changed forever that year.
The High Stakes of the Bad Era
Pepsi didn't just want a spokesperson. They wanted a revolution. They were locked in the "Cola Wars" with Coca-Cola, and they needed something that felt like the future. Michael was the "Choice of a New Generation," a slogan that sounds a bit cheesy now but felt incredibly defiant back then.
The 1987 campaign was the sequel to the 1984 partnership, which, as everyone knows, ended in a literal fire. You’d think MJ would be hesitant to jump back into the pyrotechnics after the 1984 accident that left him with second and third-degree burns on his scalp. But he didn't blink. He signed a record-breaking $10 million deal. That was unheard of. It still kind of is when you adjust for inflation and the sheer dominance he held over the charts.
The 1987 spots were directed by Joe Pytka. Pytka was the go-to guy for high-concept, cinematic advertising. He didn't want a "commercial." He wanted a short film. What they produced was a multi-part epic known as "The Chase."
Why "The Chase" Was Different
Most ads tell you to buy a product. The Michael Jackson Pepsi commercial 1987 barely even showed the can. It was about the vibe. It was about the myth of Michael.
In "The Chase," Michael is trying to escape a mob of fans and paparazzi. He’s jumping over fences, sliding across roofs, and using his superhuman agility to stay one step ahead. It mirrored his real life in a way that felt both claustrophobic and cool. There’s a specific moment where he pauses, takes a sip of Pepsi, and then keeps moving. It was product placement as a plot point.
Honestly, the production values were insane. They used real sets, massive crowds, and the kind of choreography that most action movies of that era couldn't touch. It used the song "Bad," but with rewritten lyrics. Instead of "I'm bad," it was a play on the Pepsi generation theme. It worked because it didn't feel like a sell-out move; it felt like a music video that happened to have a logo in it.
Behind the Scenes and the $10 Million Risk
Roger Enrico, the CEO of Pepsi at the time, was the mastermind who bet the farm on Michael. He wrote a book called The Other Guy Blinked, where he talks about these deals. The 1987 campaign was the crown jewel.
There’s a lot of chatter about how difficult Michael was to work with, but Pytka often noted that Jackson was a total pro on set—as long as he was in control of his image. He was meticulous. Every frame had to be perfect. The 1987 commercial featured a young kid who Michael "rescues" or interacts with, a recurring theme in his work where he positioned himself as a protector of innocence against the "bad guys" (the press).
- The budget for the commercials alone ran into the millions, separate from Michael's fee.
- The "Bad" world tour was actually sponsored by Pepsi, marking one of the first times a corporate entity was so deeply integrated into a global concert trek.
- The ad premiered in some markets during the Grammy Awards, capturing a massive, captive audience.
It's kinda funny looking back at the tech. No CGI. All those stunts? That was real wirework and practical effects. When Michael slides under a closing garage door, that's the kind of timing you just don't see in modern, digitally-scrubbed ads.
The Legacy of the 1987 Campaign
You have to realize that before this, big stars didn't really do commercials in the U.S. unless their careers were failing. It was seen as "low rent." Michael flipped that. He made it a status symbol. After the Michael Jackson Pepsi commercial 1987, every major brand started hunting for their own "Michael." It led to the era of the celebrity mega-contract.
But it wasn't just about the money. It was about the visual language. Pytka and Jackson created a fast-paced, rhythmic editing style that influenced how music videos were cut for the next decade. The "Bad" era Michael was peak Michael—the buckles, the black leather, the "Moonwalk" evolution. Pepsi captured that lightning in a bottle and sold it to every teenager in America.
What Most People Get Wrong
A common misconception is that the "accident" happened during the 1987 shoot. It didn't. That was 1984. By 1987, Michael was extremely cautious about pyrotechnics. If you watch "The Chase," you'll notice the "magic" is mostly done through lighting and clever editing rather than massive explosions near his head. He was twice as careful, yet the result looked twice as big.
Another thing? People think these ads were shown every hour. They weren't. Pepsi treated them like cinematic releases. They would announce when the "new Michael Jackson commercial" would air, creating a "must-see TV" moment in an era before DVR or YouTube. You either saw it live, or you missed out.
Why It Still Matters Today
If you look at modern Super Bowl ads, they all owe a debt to 1987. The idea of the "event commercial" started here. Brands like Nike and Apple eventually mastered this, but Pepsi and MJ were the pioneers.
The 1987 campaign also solidified Jackson’s image as a global citizen. The ads were translated and shown in dozens of countries, often without changing much of the footage because the "language" of Michael’s dance was universal. It was a masterclass in global branding before "globalization" was a buzzword in every boardroom.
The relationship eventually soured in the 90s as Michael’s personal life became a tabloid frenzy, and Pepsi eventually moved on to Britney Spears and Beyoncé. But those later deals only happened because the 1987 campaign proved that a pop star could move more product than a traditional athlete or actor.
Actionable Insights for Content Creators and Marketers:
- Prioritize Narrative over Product: The reason the 1987 ad worked wasn't the soda; it was the story of the "Chase." Give your audience a story, and they'll tolerate the sales pitch.
- Scarcity Creates Demand: By making the commercial an "event," Pepsi ensured higher engagement. In a world of infinite scrolling, creating a "moment" is more valuable than constant posting.
- Visual Consistency is King: Michael's "Bad" aesthetic was integrated into every frame of the Pepsi campaign. Ensure your brand visuals align perfectly with your lead talent's current "era."
- Practical Effects Still Resonate: There is a tactile reality to the 1987 commercials that modern VFX often lacks. Whenever possible, use real movement and real sets to build authenticity.
To truly understand the impact of the Michael Jackson Pepsi commercial 1987, you have to stop looking at it as an advertisement and start looking at it as the moment the music industry and corporate America got married. They’ve been inseparable ever since.