The events take place in 1996. Pepsi commercials are being aired on TV, but Coke still dominates the market. The creators of the second-place brand decide to launch their most ambitious campaign called Pepsi Stuff. With the support and funding of mountaineer Todd Hoffman, the company's CEO devises a plan that will help them win the grand prize. They decide to shoot a commercial that will make the brand a cult of the new generation.