Pepsi and Beyoncé are teaming on a $50 million multiyear campaign that could portent the direction celebrity endorsements are headed. The deal, reported today by the New York Times, will include standard advertising like commercials as well as a multimillion-dollar fund to support the singer’s chosen creative projects. The campaign will include a new TV ad, and her face will be on a limited-edition line of soda cans. But the less traditional aspects will include collaborative creative projects that may or may not have a specific connection to Pepsi products. They are still at the brainstorm stage but could include live events, videos, “a cool photo shoot” or almost anything else, Lee Anne Callahan-Longo, GM of Beyoncé’s Parkwood Entertainment, told the Times. The deal also will involve sponsorship of Beyoncé’s world tour next year.

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