It was, the TV voiceover promised us, not to be missed. The Material Girl was to put the fizz into Pepsi's campaign - for a fee of $5m.
The premiere of Madonna's Like A Prayer in a two-minute advert was notable enough to be reported on ITN's News At Ten, and ITV ran trailers advertising when it would be shown - 8.12pm on Thursday 2 March, 1989.
But within 48 hours of the much-hyped worldwide premiere, the company pulled the ad, and it was never screened again.
To read the rest of John Hand's interesting article looking at the pulling of the advert - including the first interview with Madonna's co-star in the Like A Prayer music video - visit news.bbc.co.uk/magazine