By Brian Steinberg

Pepsi and Paramount Global travel back in time to prove that TV advertising still has a future.

Starting Thursday, the soda giant is launching a massive video blitz set in ancient Roman times that will not only promote several of its flagship beverages, but also Paramount’s upcoming “Gladiator II”; the new NFL season; and even Megan Thee Stallion, who stars in the spot alongside football greats Josh Allen, Derrick Henry, Justin Jefferson and Travis Kelce. The campaign will run across Paramount properties, including CBS Sports’ NFL broadcasts, Comedy Central and VH-1, along with social media feeds associated with the TV networks. Megan Thee Stallion will appear at the 2024 MTV Video Music Awards in full gladiator regalia before the two-minute version of the commercial airs, and Pepsi’s nod to the film will be woven into the Oct. 9 episode of MTV’s “The Challenge” to remind viewers of the overall pitch.

"Megan Thee Stallion is going to make people pay attention. Travis Kelce and Josh Allen are going to make people pay attention," John Halley, president of advertising at Paramount, said in an interview. "It's a premium branding moment for Pepsi and one that will last a long time." The campaign will run through the new film's release in late November.