Pepsi has kicked off the 2024 NFL season with a cinematic campaign that brings together football stars, music icons, and Hollywood’s gladiatorial spirit. The new campaign, titled “Make Your Gameday Epic,” showcases an action-packed video featuring NFL superstars like Travis Kelce, Josh Allen, Derrick Henry, and Justin Jefferson, alongside rapper Megan Thee Stallion, who reimagines Queen’s iconic anthem “We Will Rock You.” The ad, inspired by Ridley Scott’s upcoming Gladiator II film, is a bold move as Pepsi blends sports, music, and entertainment into one spectacular narrative.
An Epic Showdown in the Colosseum
In a jaw-dropping 3-minute anthem spot, actors Lamorne Morris (New Girl) and Jake Lacy (The White Lotus) engage in a fantasy football conversation, only to be transported into a Roman-style colosseum when they peer into a Pepsi can. The grand setting, full of roaring tigers and gladiatorial combat, soon reveals NFL players as “Gridiron Gladiators” battling it out, all while Megan Thee Stallion, decked out as an “Empress,” raps her electrifying version of “We Will Rock You.”
The colosseum eventually transforms into a modern football stadium, bridging the past and present, and closing with Kelce delivering a line from the original Gladiator: “Are you not entertained?”
Bridging Sports and Pop Culture
“This gladiator-inspired campaign is a continuation of our brand’s long history of being on the forefront of culture, collaborating with iconic artists, and celebrating football,” said Jenny Danzi, head of brand marketing at Pepsi. “Consumers are going to see the scale of this campaign everywhere they shop, making sure everyone is getting ready for gameday this fall with football, food, and ice-cold Pepsi.”
The video, produced by Ridley Scott Associates and directed by Jake Scott, taps into the cultural fascination with Roman history, which gained renewed popularity thanks to a viral TikTok meme about how often men think about the Roman Empire. The NFL stars’ gladiator-themed battle amplifies this cultural reference, and Megan Thee Stallion’s powerful performance adds a modern twist to the historical setting.
Beyond the Screen: Digital and AR Activations
Pepsi has taken its campaign beyond the ad with a series of immersive digital activations. Fans can engage with a “My Roman Empire” selfie generator tool that turns users into gladiators or Roman royalty. Limited-edition Pepsi cans, available through a sweepstakes, are equipped with augmented reality (AR) features that bring behind-the-scenes content to life. The campaign also includes in-store displays in both English and Spanish, along with a $10 Fandango movie reward for consumers who purchase $20 worth of Pepsi products.
A Nod to Pepsi’s Iconic Past
This campaign is reminiscent of Pepsi’s legendary gladiator-themed ad from nearly two decades ago, which starred Beyoncé, Britney Spears, and Pink performing “We Will Rock You” in a similar arena setting. Though often misremembered as a Super Bowl ad, that campaign never aired in the U.S. This time around, Pepsi’s partnership with Megan Thee Stallion has brought fresh energy to the brand’s long-standing association with sports and pop culture.
For more details on Pepsi’s epic NFL campaign, visit Marketing Dive.