Pepsi launches an epic, star-studded NFL campaign inspired by ‘Gladiator II’

NFL stars including Travis Kelce battle in a colosseum and Megan Thee Stallion remakes “We Will Rock You” in a new anthem spot.

Pepsi is kicking off the 2024 NFL season and the upcoming release of “Gladiator II” with a new campaign titled “Make Your Gameday Epic,” according to a press release. The campaign features a 3-minute video where Megan Thee Stallion performs a remix of Queen’s classic “We Will Rock You,” as NFL stars Josh Allen, Derrick Henry, Justin Jefferson, and Travis Kelce compete in a colosseum that transitions into a football stadium. Additional elements include a selfie generator, augmented reality “talking” cans, retail activations, and a Fandango offer. This highlights how major brands are merging sports and culture in their marketing efforts.

In a 3-minute anthem video, Lamorne Morris (“New Girl”) and Jake Lacy (“The White Lotus”) dive into fantasy football before peering into a Pepsi can that morphs into a colosseum. They witness NFL stars, dubbed “Gridiron Gladiators,” battling tigers while Megan Thee Stallion performs a rap version of “We Will Rock You.” The colosseum transforms into a football stadium and then back into a Pepsi can, with Travis Kelce delivering a nod to the original “Gladiator” film by asking, “Are you not entertained?”

Jenny Danzi, Pepsi’s head of brand marketing, stated, “This gladiator-inspired campaign continues our tradition of leading in culture, partnering with iconic artists, and celebrating football. Consumers will see the campaign’s broad reach everywhere they shop, preparing them for gameday this fall with football, food, and cold Pepsi.”

Produced by Ridley Scott Associates and Paramount Brand Studio, and directed by Jake Scott in collaboration with Paramount Pictures, the video is complemented by digital and in-person activations. A “My Roman Empire” tool allows consumers to create gladiator or Roman Royalty portraits from selfies, while limited-edition 16-ounce cans, available through a sweepstakes, offer AR-enhanced on-set content. The campaign also features bilingual in-store displays and a $10 Fandango movie reward with a $20 Pepsi purchase.

Megan Thee Stallion’s version of “We Will Rock You” is streaming, and she will host a “Gladiator-themed moment” at the 2024 MTV VMAs on Sept. 11. This campaign echoes a similar effort from nearly 20 years ago featuring Beyoncé, Britney Spears, and Pink, which was set in a gladiator theme but never aired in the U.S.

Pepsi’s campaign launches alongside Tostitos’ biggest NFL campaign to date, reinforcing its role as the Official Chip and Dip of the NFL. Last year, PepsiCo’s Frito-Lay and beverages divisions teamed up for a campaign featuring NFL legends like Dan Marino, Emmitt Smith, Jerry Rice, and Randy Moss.