Joshua Rivera
Updated on: October 8, 2024 2:56 am GMT
Pepsi has launched a new promotional campaign featuring the iconic song “We Will Rock You,” performed by Megan Thee Stallion, to tie in with the NFL season kickoff and the much-anticipated release of the film “Gladiator II.” This revival marks nearly two decades since the brand’s previous collaboration included pop icons like Britney Spears, Beyoncé, and Pink. The latest campaign, titled “Make Your Gameday Epic,” highlights both sports and entertainment, showcasing the talents of NFL stars alongside Megan Thee Stallion.
Star-Studded Ad Campaign Overview
The campaign brings a modern twist to the legendary hit by Queen, as Megan Thee Stallion, now in the role of Empress Megan, teams up with prominent NFL players including Josh Allen, Derrick Henry, Justin Jefferson, and Travis Kelce. Set against the backdrop of an epic gladiatorial contest, the ad depicts a lively battle for Pepsi, mixing sporty themes with the grandeur of the “Gladiator” narrative.
The commercial, which also features actors Lamorne Morris and Jake Lacy, was produced by Ridley Scott Associates and Paramount Brand Studio, showcasing the dynamic direction of Jake Scott. Their collaboration aims to create a visual spectacle that not only captivates audiences but also pays homage to the classic film and the original “We Will Rock You” campaign.
Megan Thee Stallion’s Take on the Iconic Song
Megan Thee Stallion expressed her excitement about the project, stating, “I’m honored to follow in the footsteps of the legends who appeared in this Gladiator campaign 20 years ago and proud to have carved my own new legacy.” The newly recorded version of “We Will Rock You” features fresh lyrics crafted by Megan and is available across major streaming platforms starting today. Additionally, audiences can expect to see her musical performance during the 2024 Video Music Awards on September 11, coinciding with the promotion of the ad.
The Creative Process Behind the Campaign
Jake Scott emphasized the excitement of transforming the epic essence of “Gladiator II” into a vibrant modern campaign. “We wanted to create a visual spectacle that captured the energy and intensity of the sport while also paying homage to the iconic film and original Pepsi campaign. The collaboration with Pepsi and the incredible talent involved made this project truly unforgettable,” he stated.
Not only does this campaign merge music and sports, but it also stands as one of the biggest promotional efforts in Pepsi’s history. Marc Weinstock, President of Worldwide Marketing & Distribution at Paramount Pictures, noted that the partnership expanded into theatrical marketing and engagement with CBS Sports and Paramount Global networks. He remarked, “A film of this scope calls for a truly epic campaign, and we can think of no more fitting collaboration with one of the most iconic brands in the world.”
Innovative Consumer Engagement
Pepsi’s campaign is designed not just for catchy advertisements but to enhance consumer interaction and engagement. One notable aspect is the “My Roman Empire” Portrait Generator Tool, allowing fans to upload selfies and imagine themselves as gladiators or Roman royalty through the dedicated website, PepsiRomanEmpire.com.
Additionally, Pepsi is introducing a limited edition collection of Talking Cans showcasing the cast of “Gladiator II,” equipped with Augmented Reality features that bring the characters to life through interactive content. These cans are set to be available in stores starting in early November. To boost consumer engagement further, Pepsi is also offering a $10 million Fandango movie reward toward tickets for “Gladiator II” with the purchase of $20 worth of Pepsi products.
The Legacy of Pepsi’s Promotions
This latest campaign revitalizes Pepsi’s long-standing tradition of integrating music, sports, and pop culture in its marketing strategies. By bridging the worlds of epic storytelling and the exhilarating atmosphere of the NFL, Pepsi aims to resonate with audiences anticipating the fall sports season. Jenny Danzi, Head of Brand Marketing for Pepsi, remarked, “This seismic campaign captures the essence of the excitement and anticipation fans have for gameday and delivers the kind of entertainment our audience has come to expect from us!”
As the NFL season kicks off, fans can expect to see Pepsi’s promotional efforts permeate various platforms, making gameday a celebratory occasion filled with football, food, and ice-cold beverages. The collaboration highlights the cultural relevance of both the brand and the entertainment itself, setting the stage for an unforgettable fall season.
Pepsi is using smart advertising to connect with fun cultural events. This way, they not only show off their drinks but also join in the excitement of one of America’s favorite sports seasons and the return of a popular movie franchise.
