High-energy ‘play To Inspire’ Campaign Revealed By Pepsi Max

Soft drinks brand Pepsi MAX has unveiled ‘Play to Inspire’, its latest global football campaign, building upon the soft drinks brand’s partnership with the UEFA Champions League.

The campaign combines a series of the sport’s superstars with music, art, fashion and entertainment inspired by the ‘Pepsi Collective’ – a group of up-and-coming talents from across the world.

The campaign is directed by award-winning filmmaker Ernest Desumbila, with the likes of England great Lucy Bronze taking centre stage alongside Lionel Messi, Paul Pogba and Ronaldinho, who was the face of memorable Pepsi advertisements in the early 2000s.  

The soundtrack was created by hip-hop and R&B icon Montell Jordan, who refreshed his 1990s hit, ‘This Is How We Do It’, with the help of singer Say Mo and Grammy-winning duo Nova Wav and Sean Douglas. 

The Pepsi Collective members who helped to create the campaign included trailblazing UK women’s grassroots coach Iqra Ismail and her team, Hilltop FC, US photographer Mel D Cole, fashion designer Nithsaya and graphic designer Dina Sami. 

Pepsi MAX has also teamed up with British fashion designer Liam Hodges to create a limited-edition capsule collection inspired by the brand’s football heritage and this year’s campaign to go on sale this spring.

Pepsi Senior Director, Global Marketing, Michael Walford, said, “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.

“This year, we’re recognising the beautiful game as it is today – from the iconic to the up and coming – celebrating how everyone is building the game together.“