Advertisement had been vetoed after one day of airing due to controversies linked to the music video for “Like a Prayer”
Madonna has made a career as one of pop music’s most transgressive artists. An episode that occurred in 1989, involving a TV commercial, is one of several examples of how the singer’s career was marked by controversy.
At the time, she recorded a commercial for Pepsi which ended up being canceled after it was finished. The reason? A controversial music video for the song “Like a Prayer”title track of the album released that year.
The idea was that the advertising piece would feature the same song as the soundtrack. It was part of a sponsorship deal valued at the time at US$5 million — by 1989 standards, a veritable fortune. It was good for both parties, as the track would be played exclusively in the advertisement and the company would be the sponsor of the subsequent tour.
In fact, the advertisement was even shown, which attracted a lot of attention to the beverage company. However, the very next day, it went on air on MTV the music video for “Like a Prayer”directed by Mary Lambert. Extremely controversial for those times, the footage featured the artist amidst stylistic burning crosses of the extremist movement Ku Klux Klan and with dreams of kissing a black saint.
The controversy was brewing. Religious groups organized to promote boycotts of Pepsi and related companies, including its fast food chains, such as Pizza Hut, KFC and Taco Bell. Until the Pope John Paul II joined the conversation by banning appearances of Madonna by Italy.
To put out the “fire”, the company decided to cancel any advertising broadcast, in addition to reversing the decision to sponsor the tour. The US$5 million went to the singer, who initially refused to make any changes to the clip.
End of ban
34 years have passed. Society has changed a lot, as has the understanding of who was Madonna for pop music. Given this, the Pepsi decided to “overturn” his veto on the commercial — which does not show any controversial scene like the music video — and show it during the 2023 edition of the awards show MTV Video Music Awards (VMA)celebrating the beverage company’s 125th anniversary.
The singer liked the initiative. In publication in X/Twittershe not only shared the video but also released a message to celebrate the occasion.
“34 years ago I made a commercial with Pepsi to celebrate the release of my song ‘Like a Prayer’. The commercial was immediately canceled when I refused to change any scene from the original music video, in which I kissed a black saint or burned crosses. Thus began my illustrious career as an artist, refusing to compromise my artistic integrity. Thanks to Pepsi for finally realizing the genius of our collaboration. Artists are here to disturb the peace.”
Watch the advertisement vetoed for 34 years below.
34 years ago I made a commercial with Pepsi to celebrate the release of my song Like a Prayer.
The commercial was immediately canceled when I refused to change any scenes in the video where I was kissing a black saint or burning crosses.
So began my illustrious career as an… pic.twitter.com/zHBaBtGP9v— Madonna (@Madonna) September 13, 2023
Source: Rollingstone
Emma Jack is a writer at Gossipify, covering fashion, beauty, lifestyle, and pop culture trends. She stays current on the latest trends and offers readers up-to-date information on what’s hot in the industry. With a background in fashion journalism from Parsons School of Design, she offers a unique perspective and analysis of current trends.
