"Over the past decade, the Pepsi Super Bowl Halftime Show has become one of the most anticipated, viewed, and talked about moments in music and entertainment. So, this year, instead of buying a traditional 30-second in-game Super Bowl ad, we decided to double down on the 12 minutes Pepsi already has in the middle of the game – the Pepsi Super Bowl Halftime Show," Todd Kaplan, Pepsi's vice president of marketing, said in a company announcement shared on January 11.