Pepsi has once again captivated audiences with its latest campaign, nearly two decades after the iconic “Roman Empire” TV spot featuring Britney Spears, Beyonce and Pink. This time, the spotlight shines on Queen’s legendary anthem, “We Will Rock You,” as Pepsi teams up with the new Ridley Scott-directed Paramount sequel, Gladiator II. The campaign, titled “Make Your Gameday Epic,” is set to kick off the new NFL season, starring Megan Thee Stallion as Empress Megan. Joining her are NFL superstars turned Gridiron Gladiators Josh Allen, Derrick Henry, Justin Jefferson, and Travis Kelce, creating an epic battle with Pepsi serving as the central force.
Megan Thee Stallion brings her unique flair to the campaign, not only starring in the action-packed spot but also providing a fresh take on “We Will Rock You” with new lyrics. Her cover of the iconic Queen song is set to debut on major streaming platforms alongside the release of the campaign. Expressing her excitement about the collaboration, Megan stated, “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 Creative Collaboration
Drawing inspiration from the upcoming Gladiator II film and its predecessor, the campaign was produced by Ridley Scott Associates, Paramount Brand Studio, and directed by Jake Scott. The goal was to bring the epic world of Gladiator II to life in a modern and dynamic way, capturing the intensity of the sport while paying homage to the iconic film and the original Pepsi campaign. The collaboration between Pepsi and the talented individuals involved in the project made it an unforgettable experience for all parties.
The campaign has evolved into one of the most significant promotional programs in Pepsi’s history, spanning across theatrical marketing, CBS Sports, and the Paramount Global networks. Paramount Pictures’ President of Worldwide Marketing & Distribution, Marc Weinstock, emphasized the magnitude of the collaboration, stating, “A film of this scope calls for a truly epic campaign, and we can think of no more fitting collaboration than with one of the most iconic brands in the world.”
Celebrating Culture and Collaboration
Jenny Danzi, Head of Brand Marketing at Pepsi, highlighted the campaign as a continuation of the brand’s commitment to being at the forefront of culture, collaborating with iconic artists, and celebrating football. The campaign aims to immerse consumers in the excitement of gameday, ensuring that everyone is geared up for the fall season with football, food, and ice-cold Pepsi. The scale of the campaign promises to be widespread, reaching consumers wherever they shop.
Innovative Campaign Elements
Aside from the star-studded TV spot, the Gladiator II Pepsi campaign introduces interactive elements like the “My Roman Empire” Portrait Generator Tool, allowing fans to envision themselves as Gladiators or Roman Royalty by uploading a selfie on PepsiRomanEmpire.com. Additionally, a limited line of collector Talking Cans featuring Pepsi’s Gladiator talent will be available, equipped with Augmented Reality capabilities to bring the characters to life. These unique cans are set to hit store shelves in early November, adding another layer of excitement to the campaign.
Pepsi’s collaboration with Gladiator II demonstrates the power of blending music, sports, and entertainment to create a compelling marketing campaign that resonates with audiences. The revival of the classic “We Will Rock You” anthem, along with the star-studded lineup and innovative campaign elements, showcases Pepsi’s commitment to engaging consumers in new and exciting ways. As the campaign unfolds, it promises to set the stage for an epic gameday experience that fans will not soon forget.