Week 1 of the 2024-25 NFL season had everything: exciting touchdowns, controversial games, Travis Kelce & Taylor Swift, and of course, new marketing campaigns. Catch up on the most notable ads of the new season in our Marketing Must Reads.

Pepsi & Paramount Dominate with Gladiator-Themed Ad

During the first NFL game of the season last Thursday, Pepsi and Paramount Global teamed up on a star-studded commercial. In addition to promoting the start of the NFL season, the spot also highlights the upcoming “Gladiator II” film from Paramount+, as well as several Pepsi beverages. The commercial is set in ancient Rome, with NFL stars Josh Allen, Travis Kelce, Derrick Henry, and Justin Jefferson battling it out in full Gladiator style over ice-cold Pepsi cans. With some CGI tigers and an appearance from Megan Thee Stallion, the ad has quickly become one of the most-talked-about of week one.

According to Paramount’s president of advertising, Meg and the football stars were hand-chosen because they “are going to get people to pay attention.” Paramount and Pepsi will run several versions of the ad across upcoming NFL broadcasts, the MTV Video Music Awards, and the brands’ social media channels. Read more about their longstanding partnership and latest strategy here: https://variety.com/2024/tv/news/paramount-pepsi-gladiator-megan-thee-stallion-nfl-advertising-1236131195/

Tostitos Launches Biggest-Ever NFL Campaign

Tostitos has long been the NFL’s Official Chip and Dip, but this year, they’re launching their biggest-ever football-themed campaign. The campaign kicks off with six new ads featuring Patriots legends Tom Brady, Rob Gronkowski, and Julian Edelman. In each spot, the former teammates call out people secretly watching football at inopportune times – including during a wedding, funeral, and while piloting a plane. In the end, each fan can continue watching their game…as long as they do so with a bag of Tostitos.

The first three spots debuted during the game between the Patriots and Bengals on Sunday, and Tostitos will release the others during key matchups throughout the season. When explaining the new campaign, Tostitos executives cited the growing number of fans who consume NFL games on the go and their desire to involve the Tostitos brand in those experiences. Find out more about Tostitos’ big campaign here: https://www.marketingdive.com/news/tostitos-nfl-marketing-blitz-new-england-patriots-tom-brady/725948/

Toyota “Rolls Deep”

Like Tostitos, Toyota is a longtime sponsor of the NFL. This year, the car brand is celebrating how football unites diverse fanbases with “We Roll Deep Anthem.” Their new spot shows a montage of football fans and their gameday rituals, many of which involve packing up their Toyota for a tailgate or roadtrip to the game. Several current and former NFL stars make appearances in the ad as well, including Brock Purdy and Eli Manning.

Toyota is further supporting their NFL efforts this year with interactive fan experiences. Their “We Roll Deep” social media series will share Latino heritage and traditions in football, while their ongoing “Gameday Giveaway” will reward fans who participate in weekly Sunday Night Football digital games. You can view the ad and more details about Toyota’s season-long campaign here: https://www.thedrum.com/news/2024/09/05/toyota-s-star-studded-ad-we-roll-deep-anthem-unites-nfl-fans-with-culture-excitement

Nationwide & Paintin’ Manning

Peyton Manning has been an official spokesperson for Nationwide for years. For this year’s first NFL season campaign, Nationwide is showing that there’s “so much more” to Manning than his football talent. The new ad introduces us to “Paintin’ Manning,” who explains that there’s also more to Nationwide than just insurance – they offer financial services, too.

According to company executives, Nationwide is hoping to grow awareness for the financial services arm of the company, which is growing quickly. They’ll continue to advertise throughout the NFL season by showcasing Manning’s many hidden talents, extending a partnership that now spans ten years. Watch the first spot from the campaign here: https://adage.com/creativity/work/peyton-manning-paintin-manning-nationwides-new-effort-broaden-perceptions/2578646