Budweiser marks new partnership with Lionel Messi with a spot refuting his critics

There's big news involving soccer legend Lionel Messi this week. Not only is he not (as rumored) leaving Barcelona, the Argentinian star has signed up to a long-term partnership with Budweiser. To mark the three year deal, which involves Bud making a limited edition Lionel Messi bottle, the Anheuser-Busch InBev brand has created a new global ad via Deutsch New York, which refutes some of the criticism the player has received over the years. Titled "They Say," it illustrates some of the negative things "they" have said about Messi over the course of his career, from early talk of him being too small, and rumors that "moving to Spain at 13 would break him," to recent allegations that "his heart's not in it" and "he's stopped loving the city." It then goes on to illustrate what Messi says to that, which is to boot a ball into goal, followed by Bud's "Be a King" tagline and "Never give up on greatness." The film also reveals the soon to be released limited-edition Lionel Messi bottle (it's available across eight markets: India, Columbia, Argentina, Chile, China, Vietnam, Spain and Russia.) The label design incorporates a quote from Messi on what it takes to fulfill your potential: “life is about choices, sacrifices, determination and hard work."

Budweiser marks new partnership with Lionel Messi with a spot refuting his critics

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