Industry giants Pepsi and Paramount have teamed up to launch an epic star-studded spot titled "Make Your Gameday Epic," which celebrates the start of the 2024 NFL season, as well as the upcoming release of "Gladiator II."
A three-minute short film directed by Jake Scott stars Megan Thee Stallion alongside a cast of NFL stars, including Travis Kelce, Josh Allen, Derrick Henry, and Justin Jefferson.
Produced by Ridley Scott Associates and Paramount Brand Studio, the hybrid ad comes 20 years after Pepsi released its landmark "Roman Empire" spot.
Referencing the classic commercial's use of Queen's "We Will Rock You," the new spot samples the iconic track's "boom, boom, clap" to create a new game-day anthem with lyrics from three-time Grammy winner Megan Thee Stallion.
In a press release, Megan described how honored she felt to follow in the footsteps of the original spot's iconic stars: Beyoncé, Britney Spears, Pink, and Enrique Iglesias.
"Pepsi really brought the worlds of music, sports and entertainment together in a powerful way to set off the new NFL season. It was fun putting my creative flip on such an iconic Queen song and I can't wait for the Hotties to hear it!" she concluded.
Director Jake Scott also chimed in to discuss the process of portraying the world of "Gladiator" in a modern way, as the team attempted to capture the intensity of football while homaging both the film and the original campaign.
To support the campaign, Pepsi also launched the "My Roman Empire" Portrait Generator Tool, which lets fans customize their own photos to look like gladiators or Roman royalty.
Pepsi also produced limited-edition collectors' cans featuring the stars of the campaign. The cans come with built-in AR features that let fans scan them to make them talk.
The campaign also released "We Will Rock You (Megan Thee Stallion Version)" on all major music platforms.
Finally, the 2024 MTV Video Music Awards on September 11 will feature a special Gladiator-themed segment starring Megan, who will be hosting the event.
This huge brand collaboration is positioned to be a massive hit.
By capitalizing on the much-awaited sequel to a blockbuster film, coupled with the hype for the new NFL season, Pepsi is sure to build on its brand affinity by endearing itself to fans of all ages and backgrounds.
Leveraging influencers and properties in film, sports, and music, it proves that no campaign can be too big. Well, provided you have the budget like Pepsi, of course.
"Gladiator II" premieres in theaters on November 22.
An Ad of Epic Proportions
The spot, leveraging Paramount Global's platforms, opens with "New Girl" actor Lamorne Morris and "White Lotus" actor Jake Lacy as two regular guys at the bar.
The two discuss their fantasy teams over glasses of Pepsi when, all of a sudden, Lacy hears a distant "boom, boom, clap" sound. Looking down into the glass, they get sucked into the world of "Gladiator II."
In a massive Roman colisseum, four gladiators (Kelce, Allen, Henry, and Jefferson) bravely step into the ring amidst the crowd's deafening cheers.
At the center, the bargoers sit confused with a chest full of ice-cold Pepsi.
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Empress Megan silences the crowd, unleashing two massive tigers to fight the gladiators. She begins to rap as the warriors defeat the tigers in combat, who are then rewarded with Pepsi cans.
Megan dramatically declares, "Let game day begin," which brings Morris and Lacy out of their dream, questioning reality.
But on a TV screen above the bar, Kelce speaks to them, asking, "Are you not entertained?"
The spot ends with the call to action: "Grab a Pepsi, and make your game day epic."
Pepsi is known to advertise heavily during major sporting events. Earlier in May, the brand launched a spot starring Lenny Kravitz for the UEFA Champions League Final Kick Off.
Editing by Katherine 'Makkie' Maclang
