Pepsi, a brand of PepsiCo, Purchase, N.Y., is back with a fresh take on its Thirsty For More platform, fronted by none other than David Beckham. This new global campaign is about one simple universal message, “If you love it, it’s never a waste,” the company says.

Thirsty For More is Pepsi’s global platform that encourages 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. And Pepsi’s new campaign film celebrates just that, it says.

“David Beckham is a true icon, and his way of living reflects what this campaign is all about,” said Cathy Graham Kidd, senior director of global brand marketing at PepsiCo, in a statement. “Thirsty For More is about tuning into what makes you feel alive — however big or small— and enjoying it, unapologetically. This launch is just the beginning. You’ll see it come to life with local activations across the world.”

Beckham added: “It’s always great working with Pepsi — we’ve been making campaigns together for well over 20 years now and have produced a lot of great work in that time. I enjoyed shooting this latest campaign and I’m excited for what’s to come.”

Long-standing fans might remember some of 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 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.