Pepsi has lashed out big on celebrity endorsement for a new campaign for Pepsi Max, recruiting some of the world’s most famous footballers (or soccer players, if you still call them that.)
Created by London agency Abbott Mead Vickers BBDO, “Play never stops” stars arguably the world’s best-known player, Barcelona and Argentinian superstar, Lionel Messi.
Alongside Messi is Man Utd Frenchman Paul Pogba, Liverpool Egyptian Mo Salah and Englishman and Manchester City player Raheem Stirling. It’s unclear how much Pepsi paid the quartet, however, it’s likely to be in the many millions.
The campaign’s launch is to coincide with the UEFA Champions League knockout stages and will run in over 80 countries. The campaign includes a TVC, OOH, social and special edition cans featuring the four players.
Commenting on the work, PepsiCo’s vice-president, marketing, global beverages, Natalia Filippociants, said: “We’ve taken some of the best football players, incorporated their cultural influences off the pitch and put them in unconventional situations with unexpected twists and turns, with plenty of laughter and swagger. Our aim was to play with the energy of the ad and to entertain people, rather than show people being entertained.
“It was a privilege to work with such superstar players on this year’s Pepsi Max football ad. Each delivered an excellently accentuated version of their off-the-pitch personality to the spot, as naturally and skillfully as they would on the field.” Filippociants said.