Go After What You Love With Pepsi And David Beckham

Pepsi MAX's new ‘Thirsty For More’ campaign features a stunning orchestral reinvention of Édith Piaf's iconic "Non, Je Ne Regrette Rien" (No Regrets), recorded with a 37-piece orchestra at London's legendary Abbey Road Studios.

Pepsi MAX’s new campaign film celebrates real moments, lived fully.

Pepsi MAX is back with a fresh take on its ‘Thirsty For More’ platform, fronted by none other than David Beckham. This new campaign is about one simple universal message: "If you love it, it's never a waste."

‘Thirsty For More’ is Pepsi MAX’s platform that champions the mindset of going after what you love - big or small - without second-guessing. It’s about choosing to do what you find most fun and enjoyable, regardless of what others might expect. Whether it’s a daily ritual, a personal passion, or a spontaneous decision, Thirsty For More encourages people to lean into what feels right and make everyday moments as enjoyable as possible - because if you love it, it’s never a waste.

Whether it’s football or motorbiking, David Beckham has always gone all-in on what he loves. That’s what Thirsty For More is all about. It’s not about chasing the next big thing - it’s about doing what you truly enjoy, regardless of what others might expect. No pressure. No pretending. Just real moments, lived fully.

Pepsi | Thirsty For More (Édith Piaf - Non, Je Ne Regrette Rien - No Regrets)

Pepsi MAX’s new campaign film celebrates just that. From spending time gaming with friends and dancing at a gig, to belting out karaoke or taking a road trip detour just because—it’s a snapshot of the moments that make life even more fun. The film ends with David Beckham delivering the campaign’s Thirsty For More message: "If you love it, it's never a waste."

The sync demonstrates how a thoughtfully reimagined classic can create emotional resonance across cultures, with the English adaptation making the French anthem's powerful message of "no regrets" accessible to global audiences while maintaining its emotional core.

Long-standing fans may remember some of David Beckham’s most memorable Pepsi ads, including the legendary 2002 “Sumo” match, which saw him, and his teammates go head-to-head with a group of sumo wrestlers. In 2003, Pepsi transformed a Western-style duel into a humorous penalty shootout featuring David Beckham as part of its ‘Wild West’ film, shortly followed by ‘Football Warriors’ in 2004, which saw him using his football skills to help protect the protagonists' hoard of soft drinks - whilst dressed in warrior guise.

Stay tuned – the adventure is just beginning!

The campaign empowers people to pursue their passions without any fear of judgement.