Pepsi teams up with Shaq to revive Skee-Lo's iconic '90s hit 'I Wish'
In a nostalgic twist, Pepsi brings back Shaquille O’Neal to recreate Skee-Lo’s ‘90s hit ‘I Wish’ in a fun-filled commercial, where Shaq humorously desires to be a little bit smaller to promote the new Pepsi Mini Cans
Article Brief:
In collaboration with basketball legend Shaquille O’Neal, Pepsi has developed a fresh advertisement that serves as a tribute to their memorable ‘90s commercial series, as revealed to Our Website. This campaign, which showcases the promotion of Pepsi Mini Cans, is an expansion of the brand’s extensive marketing campaign for its 125th-anniversary celebration.
The new 60-second commercial, titled "I Wish," uses a remix of Skee-Lo's 1995 hip-hop hit with the same name as its soundtrack. It humorously depicts the challenges faced by O'Neal due to his towering height of over seven feet. The ad also pays homage to a 1994 commercial promoting the now-discontinued Pepsi Big Slam product.
"I Wish" will be aired on linear TV during select NBA and NFL events. Starting from November 20th, individuals can share a picture of a Pepsi Mini Can alongside their preferred food on social media for a chance to win a basketball autographed by O'Neal.
Article Insight:
Pepsi and Shaq have reunited in an all-new campaign to showcase the smaller-sized cans offered by the soft drink company. This collaboration pays tribute to their previous successful projects and aligns with Pepsi's ongoing celebration of its remarkable 125-year history. Spanning 125 days, this commemoration also marks the brand's first major visual revamp in over a decade.
Pepsi, in its exploration of over a century of consumer culture, has placed a strong emphasis on nostalgia while also aiming to introduce a fresh new image. As part of their 125th-anniversary campaign, Pepsi has recently brought back classic advertisements featuring iconic music stars such as Ray Charles, Madonna, and Tina Turner. By tapping into this sense of nostalgia, which is greatly enjoyed by consumers, Pepsi is reinforcing its reputation as a brand that continuously looks ahead, celebrates the emergence of new cultural influencers, and launches innovative products. Jenny Danzi, the senior director for Pepsi Trademark, discussed this strategy in an interview with Our Website.
The new 60-second commercial portrays O’Neal in a comical struggle with tasks that are typically seen as one-size-fits-all, such as sitting comfortably on an airplane or fitting lengthwise on a bed. The commercial shares a similar message to O’Neal’s “Big Slam” advertisement from the ‘90s.
The latest advertisement features the song “I Wish” by Skee-Lo, who also makes a cameo appearance. A noteworthy aspect is the alteration of the song’s popular refrain. It now goes from “I wish I was a little bit taller” to “I wish I was a little bit smaller.” Instead of promoting the now-discontinued Big Slam soda, which was exclusive to Pepsi’s partnership with O’Neal, the athlete is now seen endorsing Pepsi Mini Cans as the perfect size for any occasion.
The use of Skee-Lo’s popular tune is meant to tap into the culture surrounding music, a cornerstone for Pepsi, according to Danzi.
Danzi stated that Pepsi is involved in music, sports, and various aspects of culture. During their discussions, music was a prominent topic. The commercial is available for viewing on Pepsi's YouTube channel and will be broadcasted during specific national NBA games on TNT and ESPN starting from November 22. It will also be shown during NBC's prime time NFL line-up on Thanksgiving. Danzi mentioned that O'Neal will be promoting Pepsi Mini Cans until 2024, but did not provide any additional information.
Starting from November 20th, consumers will have the opportunity to win an official NBA basketball autographed by O'Neal. All they have to do is tag Pepsi on social media, sharing a photo of their favorite food alongside a Pepsi mini can. Don't forget to use the hashtags #BetterWithPepsiMinis and #Sweepstakes. This initiative aligns with the "Better with Pepsi" campaign introduced in 2021, which aims to position Pepsi as the ultimate beverage pairing for food. Throughout the year, Pepsi has implemented various activations, such as the Pepsi 125 Diner concept in New York City in October, introducing a cola-infused condiment for July Fourth, and running advertisements that suggest consumers prefer Pepsi with rum over its competitor, Coke.
