In the world of advertising, a great jingle can get stuck in your head for days. But a truly iconic collaboration between a legendary artist and a major brand can define a company's identity for decades. It's a unique intersection of commerce and art, where a singer's voice becomes synonymous with a product, a feeling, and even a cultural moment.
These partnerships go beyond simple endorsements. When an artist of this caliber lends their voice, they are embedding their artistic identity into the fabric of the brand. Sometimes, the song becomes so famous that people forget it was created for a commercial in the first place. Here are three of the most significant examples in history: singers who didn't just appear in ads, but whose voices became the sound of the brand itself.
1. Justin Timberlake: The Voice of McDonald's "I'm Lovin' It"
It is arguably the most famous fast-food jingle in the world. For over two decades, the five-note "ba da ba ba ba" has been instantly recognizable, signaling a moment of simple, satisfying pleasure. But many people don't know that the voice behind that iconic hook belongs to one of pop music's biggest stars: Justin Timberlake.
The story of "I'm Lovin' It" is a fascinating case study in how to launch a global campaign. It wasn't just a jingle written for a commercial. It was conceived as a real song, designed to live in the world of pop music before being revealed as an advertisement.
In 2003, Pharrell Williams of The Neptunes produced the track. The hook, "I'm Lovin' It," was catchy and universal. They brought in Justin Timberlake, fresh off his massively successful solo debut Justified, to sing it. But instead of releasing it first as a McDonald's ad, they did something clever. They released it as a full-fledged pop single, "I'm Lovin' It," credited to Justin Timberlake. The music video was sleek, cool, and featured Timberlake doing what he does best—singing and dancing. It felt like any other pop video.
Only after the song had time to embed itself in the public consciousness did McDonald's reveal its true purpose. The commercial campaign launched, and suddenly, the "ba da ba ba ba" was everywhere. The strategy was genius. By the time people realized the song was a jingle, they already loved it. The association was positive, cool, and linked to a major pop star.
You can see the original commercial and the music video here:
Original 2003 McDonald's "I'm Lovin' It" Commercial:
Watch YouTube videoJustin Timberlake - "I'm Lovin' It" Official Music Video:
Watch YouTube video
Timberlake's voice became the global sound of McDonald's, a partnership so successful that the brand has used variations of the jingle ever since. It was a watershed moment for celebrity advertising, proving that a genuine musical collaboration could be more powerful than a simple celebrity cameo.
2. Michael Jackson: The King of Pop and the "New Generation" of Pepsi
Long before Justin Timberlake, there was Michael Jackson. And his partnership with Pepsi in the 1980s didn't just change advertising; it created the blueprint for the modern celebrity endorsement deal. It was a seismic cultural event.
In 1984, Pepsi was locked in the "Cola Wars" with Coca-Cola. They needed a game-changer. They found it in Michael Jackson, who was at the absolute peak of his fame following the record-shattering success of Thriller. The reported $5 million deal was unheard of at the time, setting a new standard for what a brand would pay for a superstar.
The commercial itself, titled "Pepsi Generation," was a mini-movie. It featured Jackson and his brothers performing a rewritten version of his massive hit "Billie Jean," now with the lyrics: "You're the whole new generation / You're the Pepsi generation / And you're drinkin' Pepsi for the taste of it." The ad was directed by Bob Giraldi and had the production values of a music video, which, in the age of MTV, was exactly the point.
The impact was instantaneous and immense. The commercial aired simultaneously across the globe, and it was an event. Fans tuned in specifically to see it. Michael Jackson's voice, his dance moves, and his iconic style were now directly linked to Pepsi. The ad redefined what a celebrity endorsement could be. It wasn't just a famous face holding a can; it was a fusion of the artist's creative identity with the brand's message of youth, energy, and modernity.
Watch the historic commercial here:
Pepsi Generation (1984) - The Complete Commercial:
Watch YouTube videoRemastered 4K Version of the Pepsi Generation Ad:
Watch YouTube video
The collaboration, despite being overshadowed by the tragic accident during the filming of a different Pepsi commercial where Jackson's hair caught fire, remains a landmark moment. It proved that a singer's voice and image could be the most powerful weapon in a brand's arsenal, setting the stage for every major music-star endorsement that followed.
3. Eminem: The Voice of a City's Resurgence with Chrysler
While Michael Jackson gave Pepsi a global voice of youth, Eminem gave Chrysler something perhaps even more powerful: a voice of raw, authentic, local identity. The 2011 Super Bowl commercial "Imported from Detroit" is widely considered one of the greatest ads of all time, and Eminem's voice is its undeniable soul.
The ad opens on the gritty, rain-slicked streets of Detroit. There is no music, just the ambient sounds of the city. We see images of hardship, struggle, and industrial decay. The mood is somber, reflective. Then, Eminem's voice begins. It's not a song, not at first. It's a spoken word reflection on the city's reputation and its fighting spirit. He says, "I got a question for you: What does this city know about luxury? What does a town that's been to hell and back know about the finer things in life?"
As he speaks, the visuals shift from decay to resilience—artists, workers, everyday people. Finally, the iconic opening piano chords of Eminem's "Lose Yourself" begin to build. He steps out of a car and walks into a majestic theater, where the full song explodes.
Eminem's voice in this ad wasn't just selling a car. It was selling a story of redemption, pride, and the unbreakable spirit of his hometown. His personal journey from struggling artist in Detroit to global superstar mirrored the city's own narrative of decline and potential rebirth. By using his voice and his music, Chrysler wasn't just borrowing Eminem's fame; they were borrowing his credibility, his authenticity, and his deep, personal connection to the place where the cars were made.
Watch the legendary commercial here:
Chrysler "Imported from Detroit" (Full Super Bowl Commercial):
Watch YouTube video
The ad was a phenomenon. It was credited with single-handedly changing the perception of Detroit and giving Chrysler a powerful new brand identity. It proved that a singer's voice, when paired with a message that resonates on a human level, could be more than a marketing tool. It could be a cultural force.
The Enduring Power of a Legendary Voice
These three collaborations—Timberlake with McDonald's, Jackson with Pepsi, and Eminem with Chrysler—share a common thread. They all understood that the power of a singer's voice lies not just in its melody, but in its meaning. They used music not as a background element, but as the central narrative force, creating ads that were felt as much as they were seen.
They remind us that in the right hands, a commercial can be a piece of art, a cultural statement, and a timeless expression of a brand's identity. And it all starts with a voice.
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