In 2015, Usher teamed up with Pepsi for The New Pepsi Challenge along celebrities Serena Williams, Usain Bolt, and many others. Every month, Pepsi "ambassadors" will use social media to issue a new challenge, many of which blend social responsibility with popular culture that encourages consumers to "do something different." Usher's challenge invited fans to capture a single photo of an image that they feel inspires and amazes others to look at the world in a new way. The winners photo would be selected and used in an upcoming Pepsi film.