Pepsi has rolled out a campaign following the launch of its Pepsi Football Nation platform. The campaign consists of a film starring David Beckham, Mohamed Salah, Vini Jr., Lauren James, Alexia Putellas, Florian Wirtz and a cameo appearance by Gordon Ramsay.

The ad opens with Beckham handing the playbook to the fans, inviting them to dictate the rules of the Pepsi Football Nation. Viewers are taken on a high-octane journey through a world where fan debate reigns: from local hangouts to unexpected matchups, Wirtz speed parking with accuracy, to the disbelief of a referee who checks it on VAR, James teaching a university lecture on breaking the offside trap, and blockbuster movies starring Vini Jr., Putellas, and Salah. Fans throughout unveil the rules that are central to the Pepsi Football Nation, brought to life by the Pepsi global roster.

What we think about it: The campaign lands on a strong insight: football lives as much in fan debates and rituals as it does on the pitch. The film’s energy comes from its playful, exaggerated scenarios. The 'rules' concept is catchy. Even though the film feels a bit crowded at times, it’s a polished, high-energy piece that captures fan culture around the sport well.

Eugene Willemsen, chief executive officer, International Beverages, PepsiCo, said, “Football has always gone beyond what happens on the pitch during the 90 minutes. It lives in conversations, rivalries, and traditions that bring fans together every day, across communities, markets and generations. Pepsi Football Nation celebrates that culture and the many ways fans experience the game beyond the match itself. For decades, Pepsi has been at the heart of the game; now, we’re honouring the shared experiences and rules that unite fans worldwide.”

The film released on 20 April.