The resurfacing of pop icon Madonna’s previously banned Pepsi commercial from 1989 at the 2023 MTV Video Music Awards on Tuesday has drawn flak from the 65-year-old singer-songwriter, who took a sly dig at the FMCG brand for discontinuing to air the ad then in the wake of controversies surrounding the music video of her song Like a Prayer.
"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 artist refusing to compromise my artistic integrity," Madonna wrote on Instagram.
"Thank you @pepsi for finally realising the genius of our collaboration. Artists are here to disturb the peace," she further wrote, emphasising her unwavering commitment to artistic freedom.
In January 1989, Pepsi-Cola made headlines by announcing a groundbreaking USD 5 million deal with Madonna to feature her then-new single, Like a Prayer, in a forthcoming national commercial. However, at the time of the agreement, Madonna was still in the process of filming the official music video for the chart-topping hit.
Pepsi and Madonna's commercial, titled Make a Wish, made its debut during the 31st Annual Grammy Awards in February 1989. The family-friendly advertisement depicted Madonna revisiting her childhood, enjoying a can of Pepsi as she watched her younger self celebrate her birthday.
The day after the commercial's release, Madonna unveiled the official music video for Like a Prayer on MTV. The video featured Madonna dancing in lingerie juxtaposed with controversial religious imagery. It triggered significant controversy, leading to a condemnation of Madonna by religious groups. Subsequently, Pepsi decided to retract the commercial.
