This is an editorial selection, not an official PepsiCo ranking. The order weighs cultural reach, creative distinctiveness, staying power and influence on brand advertising; it reflects editorial judgment, not a measured poll of viewers. The available historical record firmly identifies several landmark spots, but does not establish a definitive ten-commercial canon. The entries below distinguish documented campaigns from the particular commercials that can be described with confidence.
1. Cindy Crawford’s 1992 Super Bowl commercial
Crawford’s spot is remembered for a visual feint: viewers watch her approach a roadside Pepsi machine, but the reveal redirects attention to the redesigned can. TIME’s retrospective describes the product reveal as the joke’s payoff, a compact idea that makes the packaging itself the punchline. TIME’s Super Bowl advertising retrospective revisited the ad; PepsiCo later paired Crawford and her son in a 2018 anniversary campaign that recalled the original imagery. Crawford said people still approached her to talk about the spot, a personal recollection published in PepsiCo’s announcement, not an audience survey. PepsiCo’s 2018 Pepsi Generations announcement.
2. Michael Jackson and the Jacksons’ 1983–84 campaign
Pepsi announced in 2012 that Jackson starred in his first Pepsi campaign alongside his brothers in 1983. The next year, the campaign became a television event: UPI reported that new Jackson spots were scheduled to debut on network television during the Grammy Awards after an MTV preview. The agency spokesman’s description of them as “the most eagerly awaited commercials in history” was promotional enthusiasm quoted by UPI, not an independently measured finding. UPI’s February 26, 1984 report. The campaign stands out for bringing pop performance and celebrity into a national commercial launch; individual Jackson appearances should not be collapsed into one spot. Pepsi’s 2012 announcement.
3. Michael Jackson’s “Chase” commercials
“Chase” is a later, distinct chapter in Jackson’s Pepsi association, rather than another name for the 1983–84 campaign. Pepsi’s 2012 announcement calls the commercials iconic, but the material available here does not identify a particular installment or document its full sequence of scenes. The reliable reason to include the campaign is its enduring place in Pepsi’s own retrospective framing of Jackson’s advertising legacy—not a claim that every spot or audience response has been independently established. Pepsi’s 2012 announcement.
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4. Britney Spears, “The Joy of Cola” (2001)
Pepsi’s named example from 2001 is “The Joy of Cola,” which the company revisited in a 2023 announcement. TIME characterized the commercial as a music-video-like production and noted a Bob Dole cameo; those are TIME’s retrospective observations rather than production details supplied by Pepsi. Pepsi said the spot had not aired nationally in full since its original run, making the revival itself part of the ad’s later history. TIME’s advertising retrospective; Pepsi’s 2023 anniversary announcement.
5. Tina Turner, “Taste For Pepsi” (1986)
Turner’s 1986 “Taste For Pepsi” campaign is a clear example of the brand’s long-running use of music performers in its advertising. Pepsi identified the artist, campaign line and year when it revisited older music commercials for its 2023 anniversary. That source establishes the campaign’s identity, but does not provide enough verified detail to describe a particular spot’s visuals or plot. Pepsi’s 2023 announcement.
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6. Madonna’s “Like a Prayer” commercial
Pepsi included Madonna’s “Like a Prayer” commercial among the older music ads it revisited in 2023. Its inclusion shows that Pepsi chose to bring the campaign back into view as part of its own advertising history. The cited announcement does not establish the commercial’s detailed creative content or explain how it should rank against other campaigns, so this entry is best understood as a notable named example rather than a claim of universal consensus. Pepsi’s 2023 announcement.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What makes these Pepsi ads memorable?
Together, the documented campaigns show a strategy repeated across different eras: make the commercial inseparable from a recognizable performer, a musical identity or a sharply legible visual idea. The Jackson campaign’s Grammy-night debut and MTV preview show how a commercial could be presented as an entertainment event; Crawford’s can reveal works through a simple visual misdirection. Turner, Spears and Madonna demonstrate the brand’s recurring use of music-led advertising, though the sources cited here establish some campaign identities more securely than individual scenes.
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Pepsi’s anniversary retrospectives are useful evidence of which campaigns the company wants associated with its legacy, not independent proof that every viewer remembers them or that they changed sales. For historical context beyond the company’s later framing, the Smithsonian’s Pepsi Generation collection catalogs oral histories and documentation from a project conducted in 1984–85, including material on campaign planning and production: Smithsonian collection catalog.
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