• by Danielle Oster , September 5, 2024

In 2004, Pepsi brought together three of pop’s biggest stars to reimagine the Queen classic “We Will Rock You” for an ad paying homage to Ridley Scott’s 2000 film “Gladiator,” with Britney Spears taking center stage, supported by Beyonce and Pink.

Some 20 years later, Pepsi is returning to the coliseum with a new spin on the song by Megan Thee Stallion to kick off its advertising for the 2024-2025 NFL season, and in advance of the Nov. 22 film sequel “Gladiator II.”

Megan Thee Stallion also stars in the “Make Your Gameday Epic” ad as Empress Megan, presiding over festivities in a Roman coliseum that features NFL stars as gladiators – including Travis Kelce, Josh Allen, Derrick Henry, and Justin Jefferson – facing off against an ambush of tigers.

The ad was produced by Ridley Scott Associates and Paramount Brand Studio, and directed by Jack Scott in collaboration with Paramount Pictures.

The spot makes its broadcast debut tonight during the season opening game between the Baltimore Ravens and Kansas City Chiefs.

The song “We Will Rock You (Megan Thee Stallion Version),” featuring new lyrics from the rapper, was released today across music streaming platforms, and both the track and the “Make Your Gameday Epic” spot will appear regularly throughout MTV’s VMAs on September 11. Megan Thee Stallion is hosting and performing at the event, where she was also nominated across multiple categories.

In a statement, Pepsi head of brand marketing Jenny Danzi alluded to the campaign as a “continuation of our brand's long history of being on the forefront of culture, collaborating with iconic artists and celebrating football.”

The campaign also includes various digital activations, promotional offers, packaging, and retail marketing elements.

A "My Roman Empire" portrait generator tool allows consumers to upload a selfie and customize their look as a gladiator or Roman royalty. Retail components include “Make Your Gameday Epic” in-store displays in English and Spanish, while Fandango will offer consumers a $10 movie reward for those who spend $20 or more (through in-store or online retail) on Pepsi products from 10/6-12/6/24 and see “Gladiator II” in theaters.

Pepsi’s packaging for the campaign has something to say as well. As part of its “Make Your Gameday Epic” push, the brand is releasing a limited run of 16-ounce “talking cans” that contain built-in augmented reality, bringing to life Pepsi's Gladiator talent.