Mexican crooner Cristian Castro is the face of a new Pepsi campaign in Argentina for the soft drink's "one, two, three, four, five" campaign, where buyers have to collect five bottle caps to get a free drink. The TV spot shows a heavy metal band crashing guitars against the floor and diving into the crowd. When one of the longhaired, tattooed members takes a break and drinks a Pepsi, he's interrupted by Castro, decked out in a white tuxedo, singing one of his old, pop hits. Castro then morphs into a black leather-clad rocker with punk hair.
"It's a campaign that strengthens the ties between Pepsi and music, showing a completely surprising and fun side of a mega star like Cristian Castro," says Lopez Marti, Pepsi's marketing manager for the Southern Cone.
The campaign, which started Oct. 11, is timed with the upcoming release of Castro's new album, "Mi amigo el Príncipe," due out Nov. 1 on Universal. The set is a follow-up to "Viva el Príncipe" an homage to Mexican crooner José José where Castro sings accompanied by a full orchestra. The album was a surprise hit region-wide, including the U.S.. Since its release last December, "Viva El Príncipe" spent seven weeks at No. 1 on Billboard's Top Latin Albums chart and has remained among the top 10 most-sold albums on the chart since.
As part of Castro's album launch campaign, he will also host a week of original programming on bilingual channel mun2 Nov. 21-27, peppered with vignettes and interviews featuring the artist. The programming will lead up to a one-hour program titled "mun2 Presents: Cristian Castro Mi Historia," airing Nov. 27.