VARIOUS: Christina Aguilera downloads herself on to mobile phones around the world for new commercial

As commercial products, entertainment and technology becomes more intertwined, Pepsi's latest promotion Christina Aguilera. The ad, aptly called 'Downloaded' sees Aguilera connected - quite literally - with her international fans through mobile phones. In the advert Aguilera is transported from a sound studio, where she is recording her new track 'Here to Stay', to an array of exotic locations around the world, where the singer herself is also transformed. Each time Aguilera is whisked off to a different location she gives a series of one-to-one performances to fans who, in downloading her song onto their mobile phones, get more than they could have dreamed of when they end up downloading the pop sensation herself. 'Downloaded' sees Aguilera changed from a Bedouin temptress in the Arabian desert to a Carnival samba dancer on the beach in Rio, to a modern-style geisha 'live' in Tokyo, before ending up as an Indian princess. For Aguilera the project wasn't entirely all work and no play. "I definitely make sure that I have a say in everything that I do and everything that, you know, reflects my artistry and what-not, so I made sure that I checked all the sketches before the costumes were made and the costume designer was great," she said. "I was really happy with every costume that came into play and some costumes were more comfortable than others but it was so much fun and I'm one that-- I love playing dress ups where everyday was like Halloween for me." As for future plans, she said to stay tuned. "I've been through my ups and downs, I've seen a lot of things and done lot of things and no matter what people might say, good or bad, I'll still be around". she said. "I'm a hard worker and I think that-- I'm going to keep working until I just can't anymore." Aguilera isn't the only music celebrity appearing in the commercial, with a surprise cameo appearance at the end of the ad by one of the music world's most famous couples. The segment was directed by Tarsem Singh who also directed R.E.M.'s 'Losing My Religion' music video and the visually surreal horror film 'The Cell' with Jennifer Lopez. With this latest ad, Aguilera joins a long list of music artists who have lent their talents to Pepsi commercial projects, including David Bowie, Shakira, Ricky Martin, Janet Jackson, Robbie Williams, Pink, Beyoncé Knowles, Britney Spears, Jennifer Lopez and the Spice Girls. ENDS.

ITN Source | July 20, 2006

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