Budweiser marks new partnership with Lionel Messi with a spot refuting his critics
Film by Deutsch also reveals the brand's limited-edition bottle celebrating the Barcelona captain
Editor's Pick
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."
Credits
- Date
- Sep 09, 2020
- Client :
- Budweiser
- Agency :
- Deutsch-New York
- VP Global Brands :
- Richard Oppy
- VP Global Marketing :
- Steve Arkley
- Global Advertising Director :
- Andrew Oosterhuis
- Global Marketing Director :
- Chad Lafeldt
- Head of Global Partnership Marketing :
- Eelco van der Noll
- Chief Creative Officer :
- Dan Kelleher
- Executive Creative Director :
- James Cowie
- Creative Director :
- Heather English
- Sr. Art Director :
- Jeffrey Rozman
- Sr. Copywriter :
- Chris Wernikowski
- Sr. Copywriter :
- Michael Philbin
- Sr. Art Director :
- Ashley Centrella
- Sr. Designer :
- Chris Kelley
- EVP Director of Integrated Production :
- Joe Calabrese
- Sr. Producer :
- Andrea Segura
- SVP Director of Art & Print Production :
- Sarah Manna
- Associate Producer :
- Taylor Kigar
- Chief Strategy Officer :
- Matt Baker
- VP Group Strategy Director :
- Andrew Quay
- Senior Strategist :
- Alex Rakestraw
- Group Account Director :
- Andrew Arnot
- Account Director :
- Madalyn McLane
- Account Executive :
- Hannah Duchardt
- Project Manager :
- Rich Gladis
- Director of Integrated Business Affairs :
- Maria Taris
- Group Director, Integrated Business Affairs :
- Stacy Schwartz
- Sr. Business Manager :
- Nikki Balekjian
- Editor/Sound Design :
- Jim Helton
- Assistant Editor :
- Geoff Hastings
- Assistant Editor :
- Dillon Stoneburner
- Executive Producer :
- Sarah Roebuck
- Assistant Producer :
- Andrea Cantor
- Head of Production :
- Penny Ensley
- VFX/Flame Artist :
- Steve Miller
- VFX Producer :
- Kyra Hendricks
Need a credit fix? Contact the Creativity Editors
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