Synergy

Synergy

Synergy in the media is when two companies or substances join forces and cooperate to produce a media outlet, most commonly a music video, to create a combined effect with results greater than the results of separate attempts.

In the music video above, the two companies working together would be Pepsi and Michael Jackson. Pepsi itself could be seen throughout the video in the forms of signs in the shop window, cans, bottles and cups all with the Pepsi logo on, this gives the viewer the necessary knowledge to know the advert is for Pepsi. The use of Michael Jackson and his brothers would boost the marketing for both Pepsi and Jackson's songs as they are well known since their rise to fame in the Jackson 5 and then Jackson's solo career. The song used in the music video has had it's lyrics changed to suit the purpose of selling Pepsi but the tune is obviously Billie Jean by Michael Jackson so the tune gets stuck in people heads causing people to want to listen to Jackson's songs. Pepsi would have agreed to using Michael Jackson as he was already becoming known as the King of Pop at this time.

The advert was used to try to get a wider range of people drinking Pepsi, specifically the youth, which is shown through the use of the slogan 'New Generation' in the new lyrics to Jackson's song. Even though Michael and his brothers are only seen a few times in the advert and a 12 year old Alfonso Ribeiro is the main was the focus of the video, Ribeiro is dressed up as Michael Jackson with his signature sparkly glove and red jacket, which everyone will recognise as Jackson. The video shows Michael encouraging the kids to drink Pepsi and having a sort of dance-off with the kids to the new lyrics of Billie Jean.