Pepsi partnered with Paramount Pictures to kick off the 2024 NFL season in gladiatorial fashion. The campaign, which pays homage to another visit Pepsi made to the Roman Coliseum 20 years ago, is inspired by Paramount’s upcoming theatrical release of Ridley Scott’s Gladiator II on November 22. 

Instead of Britney Spears, Beyonce and Pink, it features Megan Thee Stallion as Empress Megan, who recorded a version of Queen’s “We Will Rock You” for the spot, and four NFL superstars – Buffalo Bills quarterback Josh Allen, Baltimore Ravens running back Derrick Henry, Minnesota Vikings wide receiver Justin Jefferson and Kansas City Chiefs tight end (and Taylor Swift’s boyfriend) Travis Kelce. 

The spot starts with Jake Lacy (White Lotus, Apples Don’t Fall) and Lamorne Morris (Saturday Night, New Girl) getting ready to enjoy an opening day NFL game in a bar. But pretty quickly, they hear the tell-tale “boom boom clap” from Queen’s “We Will Rock You,” and they are swept into a Roman coliseum where the games are about to begin. 

Megan Thee Stallion cut a new version of the song specifically for the spot, and that track is available across all major music streaming platforms. Megan also is hosting the MTV VMAs on Wednesday, September 11, and the song will appear throughout that broadcast as well. The show will also feature a special Gladiator-themed moment and the exclusive premiere of a short film.

"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," said Megan Thee Stallion in a statement. "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!"

The spot is produced by Ridley Scott Associates and Paramount Brand Studio, and directed by Scott’s son, Jake, in collaboration with Paramount Pictures. 

"Bringing the epic world of Gladiator II to life in a modern, dynamic way through this Pepsi campaign was incredibly exciting," said Scott, also in a statement. "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 the original Pepsi campaign. The collaboration with Pepsi and the incredible talent involved made this project truly unforgettable."

"What started as a theatrical brand partnership evolved into one of the biggest promotional programs in our company's history—spanning across theatrical marketing, CBS Sports and the Paramount Global networks," said Marc Weinstock, Paramount Pictures' President of Worldwide Marketing & Distribution. "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."

Beyond the spot, the campaign includes a “My Roman Empire” portrait generator tool that allows fans to upload and customize a picture of themselves as a gladiator or Roman royalty; collectors’ edition cans of Pepsi featuring Gladiator talent with built-in augmented reality capabilities that will be available via sweepstakes in early November; and consumers who buy $20 worth of Pepsi products can get a $10 reward from Fandango towards a Gladiator II movie ticket. 

"This gladiator-inspired campaign is a continuation of our brand's long history of being on the forefront of culture, collaborating with iconic artists and celebrating football. Consumers are going to see the scale of this campaign everywhere they shop, making sure everyone is getting ready for gameday this fall with football, food, and ice-cold Pepsi," said Jenny Danzi, Head of Brand Marketing – Pepsi. "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!"

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