The Los Angeles Rams are tapping into LA culture in a big way. As the centerpiece of their 2026 Draft campaign, the team has dropped Thursday, a reimagined take on the classic film, Friday, blending football, nostalgia, and local identity into one of the more culturally tuned campaigns in sports right now.
Starring O’Shea Jackson Jr. and Destin Tucker, sons of the original film’s stars Ice Cube and Chris Tucker, the film leans into legacy while pushing the story forward. The duo step into updated versions of their fathers’ roles, bringing a new generation into a story that still resonates across the city.
Shot at the original Friday house in West Athens, just minutes from SoFi Stadium, the film unfolds as a countdown to the NFL Draft, with characters reacting to picks, rumors, and the anticipation of a new season. Watch below:
The casting alone signals what the Rams are aiming for. This is not just a parody. It is a cultural handoff. The supporting lineup includes Terry Crews, YG, Rams players Kevin Dotson, Jared Verse, and Byron Young, along with LA radio legend Big Boy, creating a mix that spans generations of fans and Angelenos.
“This campaign reflects the attitude of the city and its fans. It’s a celebration of what makes LA distinctive—and what makes being a Rams fan a uniquely LA experience,” said Bert Marissen, Group Creative Director at TBWA\Chiat\Day.
But Thursday is just one piece of a broader shift.
Alongside the film, the Rams are rolling out a fan-informed brand refresh, refining their visual identity with a sharper LA monogram and a more aggressive Ram head logo. The update, developed with TBWA’s Design by Disruption, is less about reinvention and more about dialing up the edge.
“Every detail was designed to capture the Rams’ fearless spirit on and off the field,” said Bruno Regalo, Global Chief Design Officer at TBWA. The campaign also extends into the city itself, with murals and local activations designed to connect with different neighborhoods across Los Angeles, reinforcing the idea that the Rams are not just playing in LA—they are part of it.
“This project is a celebration of Los Angeles—the city we call home—and its culture, creativity and global influence,” said Kathryn Kai-ling Frederick, Chief Marketing Officer of the Rams.
For a franchise entering its second decade back in Los Angeles, the strategy is clear.
Daaaaaam!
CREDITS:
BRAND: Los Angeles Rams
AGENCY: TBWA\Chiat\Day
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