Pepsi unites David Beckham, Alexia Putella, Ronaldinho, Lauren James in new campaign

Campaign ME

20-05-2025

Pepsi has brought together football legends from across generations, clubs and countries in a new star-studded, global campaign, which unites present-day female footballing icons such as Alexia Putellas, Lauren James, Caroline Graham Hansen, Farah Jefry and Leah Williamson with the male footballing superstars such as David Beckham, Pelé, and Ronaldinho.
The brand's latest Refresh the Game campaign – created by Copa90 and acclaimed director Nicole Ackermann of Merman and Rascal, with Music Production by Adelphoi Music – will roll out globally across Saudi Arabia, the UK, Mexico, Guatemala and Brazil. The campaign follows Pepsi's recent unveiling of four new female global ambassadors to the world.
In an exclusive conversation with Campaign Middle East, Cathy Graham Kidd, Senior Marketing Director, Pepsi, said, 'First and foremost, we know that women's football is on the rise. With record-breaking viewership and participation levels soaring, it's one of the fastest-growing sports on the planet and at Pepsi, we are committed to fuelling its trajectory. Our new campaign, Refresh the Game, is a salute to the incredible athletes who embody the sport – passionate, competitive and bold.'
'At Pepsi, our commitment is clear: accelerating the women's game and backing the game-changers who are defying expectations, whilst igniting unparalleled excitement. We understand the power of connection and the magic of entertainment – as a brand with rich history in this space. We're on a mission to amplify the reach of the game, captivating new audiences by showing off their talent and infectious spirits.'
FC Barcelona and Spanish footballer Alexia Putellas, said, 'To be 'playing' with the legendary Pelé, even in a fictional game, is an opportunity I never thought possible. Growing up, Pelé was an icon on and off the pitch – and his legacy continues today. I hope this film helps ignite that kind of motivation in young athletes everywhere, showing them there is a place in football for everyone.'
David Beckham added: 'We're witnessing a new generation of sporting superstars, and it's been an honour to feature alongside them. The players in this campaign have played a pivotal role in getting women's football to where it is today.'
The Pele Foundation also commented, 'To see Pelé as a part of a campaign focused on inspiring the younger generation aligns with our efforts as a charity to empower children around the world. The film highlights the importance of lifting up other athletes and inspiring them to reach their potential. We're glad that Pelé's legacy continues to live on.'
Refresh the Game: A sneak-peek into the campaign
Refresh the Game opens with Putellas, James, Graham Hansen and Jefry in a press conference before they are transported to famous scenes of the past. First up, Putellas joins Pelé on the pitch with scenes from the 1974 film Join the Pepsi Generation. Pelé and Putellas unite — he delivers a precision pass, and she rainbow flicks the ball over the defender.
In an ode to Pepsi's 2005 Surfers film the audience is transported into the iconic scene, where footballing legends Ronaldinho and Caroline Graham Hansen defy gravity to exchange passes across the waves. Moments later, Leah Williamson arrives on the beach, delivering a volley toward the legendary Pepsi cooler just as Alexia Putellas grabs a refreshing can of Pepsi. The film concludes with the ambassadors back in the present day. Using CGI elements, Ronaldinho's close-up shot reveals meticulous detail to enhance realism – right down to the water droplets.
The film cuts to David Beckham, standing in a wild west saloon, a reprise from 2003's Wild West. Lauren James intercepts an ice-cold bottle of Pepsi as it slides across the counter before it reaches the former England international. James then joins Jefry outside for a cheeky nutmeg before grabbing a can of Pepsi.
CGI dust elements, dynamic action sequences and precise compositing all come together with pre-visualisation and planning to create a thrilling shot, ensuring the players are fully immersed in the archival environment.
Chelsea and the England women's national team footballer Lauren James said, 'Sharing the screen with legendary players of the past and future is a dream come true. As a lifelong fan, getting the chance to appear in a Pepsi campaign alongside players that are redefining today's game will go down as a career highlight for me.'
Brazilian legend Ronaldinho added, 'Seeing the Surfer scene brought to life again has been so nostalgic and Graham Hansen steals the show. The film's message of inspiring young athletes is profoundly important to me. It demonstrates that ambitious dreams, coupled with unwavering effort, can lead to extraordinary achievements.'
1/15 Behind the Scenes: Pepsi's Refresh the Game campaign
Rollout of Pepsi's Refresh the Game campaign
With its latest multi-channel global rollout, Pepsi is aiming for maximum visibility and engagement, taking into account:
High-impact TVC spots, to capture key audiences during peak viewing times;
High-visibility OOH placements in key markets to drive broad awareness;
A dynamic and engaging content strategy across key platforms and social channels, and
Conversation, shareability and real-time interaction and all the way to the shelf, with on pack and in store activity.
Pepsi's Graham Kidd said, 'Our selection of TV, out-of-home (OOH), digital, social and in-store as core channels for the Refresh the Game campaign enables us to align with our objectives of celebrating the challenger spirit and personalities within football on a global scale, particularly ahead of such an exciting summer of sport. The inclusion of local Pepsi ambassadors like Leah Williamson (UK) and Johanna Rytting Kaneryd (Sweden) within market-specific variations of the campaign film comes back to our goal of celebrating the personalities within the game.'
She added, 'This approach enables us to create relatable and authentic connections with local audiences, leveraging their existing fanbase so we can resonate more deeply within those markets. This localised approach ensures the campaign feels relevant and engaging for fans in different markets and regions.'
The core vision behind Refresh the Game was brought to life by Copa90 and acclaimed director Nicole Ackermann. Collaboratively, they brought together the power of technology and innovation in modern storytelling.
Using carefully selected archival footage, brought to life through advanced post-production, the team transported audiences from the past to the present in a way that feels seamless, yet intentional.
Each legacy moment was reinterpreted through a fresh lens, celebrating the history of the game while giving it a modern twist.
Saudi Arabian footballer and Al-Ittihad midfielder Farah Jefry said, 'Everyone grew up watching Pepsi's iconic football ads and to be starring in one of them myself has been an unbelievable experience. I never expected to be battling it out in the Wild West with my fellow footballer Lauren James.'
English professional footballer and Arsenal defensive midfielder Leah Williamson added, 'I am so proud to be part of Pepsi's 'Refresh the Game' campaign and to stand alongside legends of the game. It's a privilege to be part of something that unites generations and inspires the next wave of footballers around the world.'
Refresh the Game rolls out globally from May 19th.
Much like its other campaigns, Pepsi's success metrics for Refresh the Game will be defined across a comprehensive framework that encompasses brand impact, audience engagement, and ultimately, contribution to business objectives.
'But, we all know success in this space spans beyond internal monitoring and metrics. Real success sees continued growth and awareness for the women's game, its players, more viewership and more opportunities to speak to fans and audiences through social media platforms, press outlets and beyond over years to come,' Graham Kidd concluded.
Credit List:
Creatives:
Chief Creative Officer – Gav Rowe
Senior Creative- Marc Xifre
Creative – Abbey Monteiro
Creative – Janak Jani
Strategy:
Strategy Director – Izzy Trimble
Partner Services:
Business Director – Miles Woodford
Senior Client Partner – Natalie Mitchelson
Client Partner – Stan Evans
Client Manager – Erin MacIntyre
Production:
Head of Production – Rob Michaels
Executive Producer – Anneka Vestey
Senior Producer – Sophie Smith
Photography – Madeleine Penfold
Illustrator – Rachel Mcculloch
Merman:
Director – Nicole Ackermann
Executive Producer – Siobhan Murphy
Head of Production – Alicia Farren
Jane Lloyd – Producer
Production Manager Davina Abrahams
1st AD – Clara Paris
DOP – Jamie Ramsay
Production Designer – Chelsea Oliver
Costume Designer – PC Williams
Rascal;
Creative Director & VFX Supervisor: Kalle Lundberg
2D: Holly McLean, Mikael Theander, Joe Wreford, Ed Poulson
3D Lead: Conrad Moody
3D: Phil Maddock
Motion Graphics: Daniel Danielson
Matte Painting: Aurélien Ronceray, Nils Firas
Senior VFX Producer: Evelyn O'Reilly
Production Assistant: Amy Peat & Archie McGuinness
Colourist: James Bamford
Head of Production: James Beck
Final Cut:
Producer – Nikki Porter
Editor – Amanda James
Edit Assist – Hannah Burger
Adelphoi Credits:
Music Production: Adelphoi Music
Music Producer: Jonathan Watts (Head of Production)
Arrangement: Greg West
Vocal Performance: Davyne Truth