In 1986, Michael Jackson made advertising history by signing what the Guinness Book of World Records dubbed the largest endorsement deal ever between a corporation and a performer. Just two years after the phenomenal success of the Jacksons’ Pepsi endorsement, which redefined the soda brand’s marketing image and helped close the gap with Coca-Cola, Pepsi was eager to sign Michael Jackson alone for an even bigger and more ambitious campaign.

At the time, Jackson was preparing for what was expected to be the most high-profile comeback in music history. After the global dominance of Thriller, fans and media alike were waiting for his next move. With a new album, music videos, a world tour, and even a Disney collaboration in the works, Jackson’s return to the public eye was a thrilling prospect for Pepsi—and they were determined to be at the center of it.

The new deal, signed on May 6, 1986, was valued at $15 million for Jackson alone to appear in just three commercials—triple what he and his brothers received in 1984. Including production costs and global ad placement, Pepsi’s total investment reached an unprecedented $50 million. At the time, Jackson already had a net worth of over $200 million. His $15 million fee for less than five minutes of screen time dwarfed what most Hollywood legends earned for feature-length films.

The commercials were directed by Joe Pytka, as Jackson refused to work again with Bob Giraldi, who had directed the 1984 Pepsi commercial during which Jackson suffered severe scalp burns when a pyrotechnic accident set his hair on fire.

Pepsi had hoped to launch the new ads during the 1987 Grammy Awards, but delays in Jackson’s album Bad pushed the campaign back. The ads, built around the album’s title track with Pepsi-centric lyrics, were ultimately postponed until Jackson’s official return. As time passed without a new single or album, Pepsi executives grew concerned about fading momentum.

A private preview of the commercials in June 1987 to Pepsi bottlers was met with a lukewarm response. Some viewers even booed, reportedly put off by Jackson’s dramatically evolving appearance. Nonetheless, Pepsi decided to air the commercials starting in August 1987—whether the album was released or not.

Fortunately for Pepsi, Jackson released Bad and its lead singles just in time. On August 31, 1987, MTV premiered the first commercial titled Concert, followed by Backstage. These cinematic ads showcased Jackson’s live performance energy and his appeal to youth, incorporating Pepsi’s slogan: “The Choice of a New Generation.”

The campaign launched globally within days—in Japan, Canada, the UK, and Australia—just ahead of Jackson’s massive world tour. In Japan, where Pepsi was still an underdog brand, sales doubled thanks to the ad blitz and tour sponsorship. “It has helped put Pepsi well on the map,” said Pepsi Japan’s marketing manager.

In March 1988, Pepsi and Jackson unveiled a second wave of commercials—this time more dramatic and action-oriented. The four-part series featured Jackson escaping from crowds and media in spectacular stunts, from helicopters to ski jumps. These were designed to present a “more masculine” Jackson, according to Pepsi spokesperson Rebecca Madeira.

Pepsi’s ambition didn’t stop at Western markets. Jackson’s commercials made history as the first paid American ads to air on Soviet television, reaching an audience of 150 million. Pepsi had been selling in Russia since 1974, but this campaign marked a breakthrough moment in Cold War-era global marketing.

Industry experts agreed that Jackson’s global influence justified the staggering price tag. “Michael is beyond being just an entertainer,” said Beverage Digest publisher Jesse Myers. “He is a global personality—and his impact has been spectacular.”

In an era before influencers and viral marketing, Michael Jackson stood alone as the ultimate global brand ambassador—turning a soft drink commercial into a pop culture milestone and reshaping the boundaries of celebrity marketing forever.