Pepsi are dumping a commercial starring rapper Ludacris because of viewer complaints. The complaints were not about the ad itself, but about the brand’s association with a rapper whose lyrics have been as controversial as Slim Shady’s in the US. Fox News anchor Bill O'Rielly went as far as urging viewers to punish Pepsi for using a man who takes drugs and abuses women. As a result the ads have been dropped.
The company are hoping Shakira, who takes over as the main face of Pepsi, should prove less controversial. The company’s Randy Melville told reporters: "Shakira embodies the feelings and aspirations of today's youth and she personifies the Latin movement in the United States".
Meanwhile the drinks company has forged a partnership with Papa Roach and Columbia upstarts Sev to promote its new Pepsi Blue drink. The company will debut its first ‘In the Mix’ spot during the 2002 MTV Video Music Awards tonight featuring Sev performing single ‘Same Old Song’. The ads featuring Papa Roach's next single, ‘Time and Time Again’, will air in the US in mid-September.