Leader: Corporate America divided over file-sharing

Today sneak previews of Pepsi's latest advertising campaign have been leaked onto the internet, ahead of its debut during Sunday's Superbowl.

The campaign promotes a joint venture between Apple and Pepsi which will see Pepsi drinkers win the opportunity to download free music from iTunes. But the messages it sends out may confuse many, as it makes heroes of convicted file-sharers.

Apple and Pepsi are giving away 100 million free songs - which equates to around one winner in every three Pepsis bought during the promotion - but the message is very much "we're still going to get out music for free off the internet".

The issues here are manifold. First there is the fact that this provides the hugely popular iTunes service with a massive competitive advantage. Of course there is a high likelihood that many winners won't be converted into regular users of iTunes but there is also a chance that it will sign-up many new converts through the promotion.

Then there is the small matter of Coca Cola's recent foray into online music services. Coke comes to the market with financial clout, advertising dollars and know-how as well as huge youth appeal.

So it must be doubly pleasing for Pepsi to be giving Apple such assistance in keeping the old enemy at bay.

And then there is the issue of file-sharing and the messages which Pepsi's campaign sends out. The advert features a group of teenagers who have all been charged and convicted by the Recording Industry Association of America accompanied, we assume, with no little irony by a Green Day cover version of I fought the law (and the law won).

We say irony, because the law and those who uphold it - such as the RIAA - are largely seen as the villains of the piece, while these teenagers are doubtless even now benefiting from Pepsi's mega-bucks. Who said crime doesn't pay?