Pepsi Max leverages its football partnerships to coincide with the next round of the UEFA Champions League through a new campaign called ‘Play To Inspire’ which celebrates the ‘changemakers driving the future of football both on and off the pitch.
Led by footballers and supported by stars from music, art, fashion and entertainment, the global initiative aims to introduce the world to elite footballers and ambitious creatives with unique talent and inspiring stories and with ‘purposeful intent to drive those with equal passion that anything is within reach’.
Rolling out from 1 March, the global football campaign is fronted by an all-star soccer line-up led by ambassadors Leo Messi, Paul Pogba, Lucy Bronze and Ronaldinho and is spearheaded by a high-energy hero commercial called ‘Play to Inspire’.
Directed by Ernest Desumbila, a multi award-winning filmmaker from Barcelona, the spot features a world-class player line-up, plus a music track by Montell Jordan and members of the ‘Pepsi Collective’ (a brand curated group of up-and-coming talent from around the globe).
The spot stars seven-time Ballon d’Or winner Messi and FIFA World Cup champion Paul Pogba who welcome two additions to the Pepsi squad in England’s most decorated women’s player Lucy Bronze and Brazilian soccer legend Ronaldinho ( a star of Pepsi marketing back in the early 2000s).
The ‘Pepsi Collective’ members UK women’s grassroots coach Iqra Ismail and her Hilltop FC team, plus US photographer Mel D Cole, fashion designer Nithsaya and graphic designer Dina Sami.
The “Pepsi Collective” members from the campaign include each play a specific role in the campaign: Mexican freestyle champion Paloma Pujol Mayo and UK women’s grassroots coach Iqra Ismail and her Hilltop FC team star in the creative, while award-winning US photographer Mel D Cole captured intimate portraits and behind-the-scenes photography on the set, fashion designer Nithsaya reimagined a Pepsi football jersey, while Dubai-based graphic designer Dina Sami created supporting bespoke graphics and visuals including a mural that also appears in the lead ad.
The commercial, which comes in 60- and 30-second versions, is set to hip-hop and R&B star Jordan’s refreshed take of his 90s classic ‘This Is How We Do It’ reimagined as ‘Mama I Made It (How We Do It)’ with Grammy-winning female duo Nova Wav and Sean Douglas.
The hero ad is supported by an additional spot fronted by England women’s star Lucy Bronze and a ‘Making Of’ behind-the-scenes style online video.
The campaign was initially teased earlier in February when Messi and Ronaldinho posted themselves playing a game of ‘Pepsi Pong’.
“Pepsi is the entertainment beat of football. We champion talent both on and off the pitch, always looking to bring unique, exciting campaigns that the world loves to see and be part of,” said Pepsi Senior Director Of Global Marketing Michael Walford. “This year, we’re recognizing the beautiful game as it is today – from the iconic to the up & coming – celebrating how everyone is building the game together.”
“It’s always great to be back with the Pepsi team. Pepsi is a brand that celebrates doing things in your own way, and that is something that has always resonated with me,” commented Messi. “This year is no different and I am personally inspired to share the message that it doesn’t matter who you are or where you are from or how crazy your dream is. You have to go after it with passion and dedication to achieve everything you want.”
Paul Pogba added: “Every year these campaigns get bigger and better, and this year it’s all about inspiring the next generation and changemakers in the game – on and off the pitch. It was great to work with the passionate and inspired Pepsi Collective members.”
New Pepsi Max ambassador Lucy Bronze commented: “I’m so excited to be joining the Pepsi team and appearing alongside so many iconic players and inspiring people impacting the game. The energy on set was amazing, and I hope fans enjoy the campaign and its message to reach for the top.”
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As the ‘Play To Inspire’ campaign evolves, Pepsi Max will seek to inspire the next generation of football talent and cultural pioneers through a digital content series showcasing the Pepsi MAX ambassadors and ‘collective’s’ personal stories and ambitions.
Another strand of the wider campaign sees Pepsi MAX partner with British fashion designer Liam Hodges to create a limited-edition capsule collection inspired by the brand’s football heritage which will be made available for sale in Spring 2022.
Plus, in a linked co-branded marketing push, Pepsi MAX, KFC and Pizza Hut will lean into consumers’ passion for food and drink through multi-platform marketing initiatives featuring bespoke, entertaining content starring Paul Pogba.
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