2004 was a good year. Ashlee Simpson unveiled her seminal classic "Autobiography", Gwen Stefani went solo and there was still some hope that La Toya would actually start over. It also delivered one of my favourite promotional campaigns of all time. Pepsi had been pouring millions of dollars into advertising to bridge the gap with Coke since the mid-80s. Michael Jackson was their original poster boy, the Spice Girls took over in the 90s and Shakira brought in the new millenium. You would have thought the only way was down but the soft drink giant went all out in 2004 by hiring the services of Beyoncé, Enrique Iglesias and a couple of down on their luck has-beens (Britney & P!nk).
The concept was completely ridiculous. My future husband played a Roman emperor who sits down to watch his gaggle of busty beauties fight it out in the Colosseum. However, the tables are turned and poor Enrique ends up being attacked by a lion - that is, of course, after being treated to an impromptu rendition of Queen's "We Will Rock You" by Honey B and her backing singers. They should have turned this shit into a feature film! I love the way Beyoncé steals the show with her raw sex appeal (despite that fugly headpiece) and vastly superior vocals. It was so nice of the charitable diva to carry the other hacks who were struggling with flop albums at the time. Better yet were the promo CDs. Pepsi released four that I'm aware of - one for each of the girls and a fourth with the whole group. Hell, Solange even got a look in on the Bey edition! Check out the commercial (below). Time has not wearied its fabulousness.