On 30 September NFL primary partner Pepsi teased its Super Bowl 56 Halftime Show through a social reveal unveiling a West Coast hip hop gig for a game played in the Los Angeles area which splits the spotlight five way featuring performances from Dr Dre, Snoop Dogg, Eminem, Mary J Blige and Kendrick Lamar.
Developed in harness with NFL partner Roc Nation, the five star line-up for the 13 February 2022 show at the LA Rams’ new SoFi Stadium in Inglewood (California) is a change of approach from the usual single main headliner format.
Indeed, it marks the first time in almost 20 years that an ensemble act of this size takes the stage for the USA’s most watched music event of the year. Back in 2004, an MTV-produced Halftime show featured multiple headliners: Jessica Simpson, P Diddy, Nelly, Kid Rock, Justin Timberlake and Janet Jackson (and the infamous wardrobe malfunction).
The Big Game, which returns to the Los Angeles area for the first time in almost three decades, will air on NBC, Peacock and Telemundo
Teased through a combined PR and social media campaign spanning both Pepsi, Roc Nation, NBC and NFL platforms.
43 Grammys, 19 No. 1 Billboard albums, 5 epic hitmakers and 1 stage for the #SBLVI #PepsiHalftime show. @nfl @rocnation @nbcsports @drdre @eminem @snoopdogg @maryjblige @kendricklamar pic.twitter.com/C3bh8TdX3a
— Pepsi (@pepsi) September 30, 2021
“Artists like Dr. Dre and Snoop Dogg were at the forefront of the West Coast hip-hop revolution, so to be able to bring them back to LA, where it all began alongside Eminem, Mary J. Blige and Kendrick Lamar will prove to be an epic, unforgettable celebration of the impact hip-hop has today,” explained Pepsi Marketing VP Todd Kaplan.
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2022 is the third year that Pepsi and the NFL are linking with entertainment company Roc Nation, founded by hip-hop icon Jay-Z, to produce the Halftime show – which the PepsiCo flagship soft drink has sponsored since 2013 (and renewed in 2019 alongside the ‘Always Be Celebrating‘ campaign.
It follows on from 2021’s ‘Get Ready For The Weeknd’ as well as Pepsi’s Marshmello Teaser for its 2021 UEFA Champions League Opening Ceremony show.
A few days prior to the line-up tease, Pepsi’s in-house content studio and the NFL’s media and marketing unit worked with Roc Nation and Showtime to release a documentary film about the history of the halftime show called ‘The Show’.
It’s here The behind the scenes look at @theweeknd’s Pepsi Super Bowl LV Halftime Show is now streaming on @Showtime. #TheShow
Broadcast Premier tonight 9 PM Eastern/ 8 PM Central. pic.twitter.com/ovrQvWPTUe
— Pepsi (@pepsi) September 24, 2021
That same week, NBC Sports also announced that it only had a handful of Super Bowl 56 commercial units still available for the game and that the average price for its sold inventory thus far is $6.5m per 30-second spot.
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