Gatorade pays tribute to Messi as he departs Barcelona

TBWA/Neboko spot celebrates the soccer legend with its 'Never Settle' tagline

Published On
Aug 10, 2021

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Gatorade pays tribute to soccer legend Lionel Messi in a new "Never Settle" spot marking his departure from FC Barcelona after 20 years today.

The film, titled "Messi Mindset," debuted just ahead of Messi confirming this morning that he is joining Paris Saint-Germain in a two-year deal valued at 35 million euros. It depicts the Argentinean player reflecting on his career as he leaves a training session. "I've always focused on being better," he says in a voiceover. "The more you've scored, the more you should score. If you break a record, then make it unbreakable. Settling is not an option. It doesn't matter where you are. If you truly believe you can do more, you'll do anything to prove it."

The ad was created by Dutch agency TBWA/Neboko, which earlier this year launched the global brand campaign "The Greatetst Never Settle," for Gatorade, featuring Messi as well as Serena Williams and Gabriel Jesus. It aims to highlight the brand's commitment to inspire the next generation of athletes. Jason Harper directed the new spot via Hound Content.

"Gatorade is proud to be a longtime partner of Lionel Messi, and we wanted to honor his career at FC Barcelona," said Mark Kirkham, vice president and general manager, sports nutrition & juice, global beverages, PepsiCo, in a statement. "Our goal is to give fans a glimpse into the mindset of the GOAT as we strive to motivate athletes all over the world to maximize their potential.”



Aug 10, 2021
Client :
Agency :
Chief Creative Officer :
Darre van Dijk
Chief Strategy Officer :
Natalie Gruis
Creative Director :
Thomas Jullien
Copywriter :
Toby Castle-Smith
Art Director :
Jeremy Pedro
Business Director :
Tomas Pruijs
Brand Director :
Jack Wright
Brand Manager :
Shuby Agoro
Brand Manager :
Alessia Brambillasca
Brand Coordinator :
Louis Cexus
Executive Producer :
Rosemarie Praaning
Producer :
Kim Wolffensperger
Producer :
Sanne van Hattum
Producer :
Sophie Campbell
Production Company :
Hound Content
Line production Barcelona :
24/7 Productions
Director :
Jason Harper
Producer :
Jamie Miller
Music :
Audentity Music and Sound
Music :
Niels den Otter
Sound Design :
Niels den Otter
Grading & VFX :

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