Beyoncé is one of the most famous and successful musicians in the world. She has had an incredibly successful solo career, as well as her beginnings in the popular music group Destiny’s Child. With her fame and status as a global superstar, Beyoncé has become a prime target for companies looking for a celebrity spokesperson.
Throughout her career, Beyoncé has appeared in commercials for various brands while also securing high-profile corporate sponsorship and endorsement deals. Here is an overview of the major commercials that Beyoncé has starred in over the years.
What Companies Has Beyoncé Represented Over The Years?
Beyoncé has represented a diverse range of brands throughout her career in the types of commercials she has participated in. Some of the major companies Beyoncé has done commercials and/or endorsement deals with include:
- Pepsi – Beyoncé has had a long-running partnership with Pepsi spanning over a decade. She has appeared in multiple Pepsi commercials and print ads, performed at Pepsi-sponsored events like the Super Bowl Halftime show, and had limited edition Beyoncé-themed Pepsi cans.
- H&M – Beyoncé was featured in commercials for the summer 2013 collection from H&M. The commercials featured Beyoncé in various summer scenes wearing styles from the collection.
- American Express – Beyoncé was a spokeswoman for American Express from 2005 to 2010 and appeared in commercials for their American Express Gold and Platinum cards.
- Nintendo – Beyoncé appeared in a commercial for Nintendo DS Lite in 2006 and was featured in other Nintendo ads and events.
- L’Oreal – Beyoncé has represented L’Oreal since 2014 and has been featured in commercials for True Match and Feria haircolor.
- Ivy Park – Ivy Park is Beyoncé’s own athleisure clothing line. She has starred in various promotional ads and commercials for Ivy Park collections over the years.
Some other brands Beyoncé has done endorsement deals and promotions with include Tommy Hilfiger, Armani, DirecTV, General Mills, and more.
What Was Beyoncé’s First Major Commercial?
Beyoncé’s first major national commercial was in 2002 for Pepsi. This Pepsi commercial catapulted 18-year old Beyoncé into stardom outside of Destiny’s Child and began her successful partnership with the soda brand that continues today.
The 2002 Pepsi commercial featured Beyoncé singing and dancing to “The Choice Is Yours” jingle while showcasing various Pepsi products. The ad highlights Beyoncé’s energetic dance abilities and star power, even in her early career. Scenes of her singing, dancing, and drinking Pepsi in a parking garage and theater intercut with images of the different Pepsi products.
This breakthrough 2002 Pepsi ad introduced Beyoncé as a solo star to watch outside of Destiny’s Child. It likely played a major role in her going on to land subsequent endorsement deals with brands like L’Oreal, American Express, Nintendo, Emporio Armani, and more over the following years. The Pepsi commercial showcased her personality, talent and energy at the start of her solo career that would make her an iconic star.
What Commercial Featured Beyoncé’s Hit “Crazy in Love”?
In 2003, Beyoncé starred in a now iconic Pepsi commercial that featured her hit song “Crazy in Love” with Jay-Z. This ad featured Beyoncé dancing and singing “Crazy in Love” throughout various scenes while showcasing Pepsi products.
The fast-paced commercial features the following:
- Beyoncé singing “Crazy in Love” while dancing at a football tailgate scene where fans are drinking Pepsi
- Beyoncé performing energetic dance choreography with a Pepsi in hand at a concert
- Beyoncé relaxing drinking a Pepsi at home in a denim outfit
- Various other quick scenes highlighting Pepsi sodas, cans, and bottles
The use of Beyoncé’s smash hit “Crazy in Love” was a strategic product placement that benefited both Pepsi and Beyoncé herself. The catchy song helped make the ad even more memorable while Beyoncé got exposure for her chart-topping single. This commercial elevated Beyoncé as a global celebrity and pop culture icon as both her music and Pepsi became even more ingrained in the mainstream.
What Endorsements Has Beyoncé Had With L’Oreal?
Beyoncé has represented L’Oreal since 2014 and has starred in commercials and print ads for various L’Oreal products over the years. Some of her major L’Oreal endorsements include:
L’Oreal True Match Campaigns
Beyoncé was the spokesperson for the L’Oreal True Match line of foundation from 2014 to 2018. She appeared in several commercials highlighting the wide range of shades the foundation offers for different skin tones. The ads featured Beyoncé using the True Match foundation as part of her makeup routine.
L’Oreal Feria Hair Color
In 2014, Beyoncé also began promoting L’Oreal’s at-home hair color brand Feria. She starred in several colorful print and TV ads for Feria showcasing her hair being dyed different vibrant shades like light copper and burgundy. The Feria ads emphasized how the hair color allows you to easily and quickly change up your look.
L’Oreal Infallible Paints Liquid Lipstick
Most recently in 2022 and 2023, Beyoncé has been featured in ads and social media for the Infallible Paints liquid lipstick line. The campaign includes print ads and TV commercials focused on the matte lipstick formulas and wide range of shades.
Through these major campaigns with True Match, Feria, and Infallible Paints, L’Oreal leverages Beyoncé’s glamorous style, beauty, and star appeal to promote their various makeup products to consumers worldwide.
What Pepsi Super Bowl Ads Has Beyoncé Appeared In?
Beyoncé has appeared in multiple Pepsi Super Bowl ads over the years as part of her endorsement deal:
2013 Super Bowl Halftime Show
Along with her Destiny’s Child bandmates, Beyoncé performed in the Pepsi Super Bowl XLVII Halftime Show in 2013. This performance was sponsored by Pepsi and hyped in ads leading up to the Super Bowl.
2003 Super Bowl Ad with Britney Spears & Pink
Beyoncé co-starred in a musical Pepsi ad for Super Bowl XXXVII in 2003 with fellow pop stars Britney Spears and Pink. The big-budget commercial featured the three stars as gladiators competing for a Pepsi bottle in a large arena.
2002 Super Bowl Ad with Britney Spears
Beyoncé and Britney Spears starred together in a Pepsi commercial during Super Bowl XXXVI in 2002. The ad featured them as rivals race car drivers competing to reach a vending machine first and get the last Pepsi.
2023 Super Bowl LVII Halftime Show
Beyoncé will headline the 2023 Pepsi Super Bowl LVII Halftime Show, 17 years after her first Pepsi Super Bowl appearance. This highly anticipated show promises to feature her greatest hits and most spectacular performance yet on one of music’s biggest stages.
Beyoncé’s partnership with Pepsi has led her to star in some of the brand’s most high-profile Super Bowl ads and performances, providing her major TV exposure and branding each year.
What DirecTV Commercial Featured Beyoncé?
In 2012, Beyoncé teamed up with DirecTV for a clever and comedic commercial that spoofed one of her concerts.
The ad shows Beyoncé performing for a near empty arena with just a few bored, uninterested concertgoers. As Beyoncé wraps up a bland rendition of “Love on Top,” the announcer says “Don’t end up wildly unpopular like Beyoncé. Get rid of cable and upgrade to DirecTV.”
The obviously fake Beyoncé concert completely contrasts the electricity and excitement of her real-life tours and shows the worst-case scenario of having an unpopular entertainer that no one wants to see.
The commercial relies on the audience’s knowledge of Beyoncé’s generally huge popularity and fanbase to find the humor in this fictional scenario where she is a flop. Beyoncé was clearly game for poking fun at herself in the DirecTV ad and allowing her celebrity image to be used in service of promoting the product in a silly, memorable way.
What Ivy Park Ads Has Beyoncé Appeared In?
As the founder of Ivy Park, Beyoncé has unsurprisingly been the face of many ads and promotional materials for her athleisure clothing brand. Some of her major Ivy Park ad campaigns include:
- 2016 Ivy Park Promo – The first ads promoting the launch of Ivy Park featured Beyoncé modeling the clothes during dance rehearsals and workouts.
- Ivy Park Spring/Summer Campaigns (2017-2022) – Nearly every seasonal ad campaign has included Beyoncé modeling pieces from the new collections. The ads are released on social media and the brand’s website.
- Ivy Park Rodeo Collection (2022) – Beyoncé appeared in ads set at a rodeo modeling the western-inspired pieces. This included a cinematic video ad on YouTube set to her song “Cowboy” from the Ivy Park album.
- Ivy Park Halls of Ivy Collection (2022) – Beyoncé posed as the model of the college-themed collection in preppy sweater vests, letterman jackets, and more.
- Ivy Park Flipped the Switch Campaign (2023) – The recent ads feature Beyoncé dancing in neon-colored activewear from the collection set to her new original song “Flipped the Switch.”
Conclusion
Throughout her groundbreaking career, Beyoncé has leveraged her celebrity power to earn lucrative endorsement and sponsorship deals that are beneficial for both her brand and the partner brands. Carefully selecting multi-year partnerships with companies like Pepsi, L’Oreal, and Ivy Park, Beyoncé has been able to maintain her status as a beloved global icon while expanding her wealth and influence.
While she is selective with the brands she represents, when Beyoncé does agree to an endorsement, she fully embraces her role as a spokesperson. She participates creatively in high-budget commercials and print ads that amplify her talent, style, beauty and personality in service of promoting the products. Brands are eager to partner with Beyoncé because of the instant credibility and publicity she brings thanks to her huge, loyal fan base.
Even as she evolves as an artist and businesswoman, Beyoncé remains committed to her long-running brand partnerships while also securing new campaigns. The commercials she has starred in over the years provide a glimpse into her impressive career as both a musician and master of the celebrity endorsement sphere.
FAQs About Beyoncé’s Commercials & Endorsements
What was Beyoncé’s first endorsement deal?
Beyoncé’s first major endorsement deal was with Pepsi in 2002, which featured her in her first solo national commercial. This launched her hugely successful decades-long partnership with Pepsi.
How much does Beyoncé earn from her Ivy Park brand?
Financial details aren’t publicized, but industry experts estimate Beyoncé likely earns around $10 million per year from her majority ownership stake in Ivy Park.
Has Beyoncé ever turned down endorsement deals?
Yes, Beyoncé is selective about the brands she partners with. She reportedly turned down a $50 million Pepsi deal in 2013 to promote water instead of soda. She also allegedly turned down a $10 million deal to endorse cannabis.
What was the most expensive Super Bowl ad Beyoncé appeared in?
The most expensive Super Bowl ad was likely the 2013 Pepsi halftime show, which reportedly cost over $10 million to produce and promote. The 2003 gladiator-themed Pepsi ad she starred in cost about $6 million.
Does Beyoncé still have a deal with Pepsi?
Yes, Beyoncé still has an active endorsement deal with Pepsi that has lasted over 20 years. This includes the upcoming 2023 Super Bowl halftime performance sponsored by Pepsi.