Britney stars in world's most<BR> expensive ads for Pepsi

NEW YORK - Britney Spears is to star in the world's most expensive ads when she appears in two Pepsi spots to be shown during Super Bowl XXXVI.

The ads are reported to cost £5.7m -- including Britney's undisclosed fee. The first, 90-second ad featuring the popstar will screen during the first quarter of Sunday's match. The spot, called "now and then", takes a ride through Pepsi's advertising history, or what it has dubbed "Pepsi generations".



It features Spears performing with commercials from the 1950s through to the 1980s, and then up to 2002 with her updated version of the Joy of Pepsi song. It was created by BBDO New York, Pepsi's long-standing advertising agency.



Pepsi has also teamed up with Yahoo! to let web users choose their favourite Pepsi generation from the first ad, which will then be turned into a 30-second spot, to be screened in the second quarter of the game.



Earlier this year, Levi Strauss made history when it announced it was giving consumers the chance to choose from two new and one old ads, which would then be shown during the Super Bowl.



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