GearBits

Super Bowl Ad Features Music Outlaw

Over three years, 14-year-old Annie Leith downloaded nearly 1000 songs via Kazaa. The downloading, illegal in the U.S., got Leith into legal trouble with the Recording Industry Association of America in September 2003. Ultimately, the lawsuit was settled for $3,000.

Now, that experience has landed Leith in an ad for Pepsi and Apple Computer, to be shown on Super Bowl Sunday. The ad introduces a promotion in which 100 million bottle caps on Pepsi soft drinks include a code for free downloads on Apple's iTunes Music Store.

The partnership deal is one the most visible of recent digital music partnerships. Coca-Cola has partnered with Musicmatch to promote its Sprite soft drinks, and Heineken has partnered with RealNetworks in a giveaway of beer 12-packs.

In the Pepsi-Apple Super Bowl ad, which features Leith, her sister, and 14 other music downloading outlaws, Leith acknowledges she was among hundreds sued for downloading songs, then vows to continue doing so... on iTunes.