An elderly bodega owner imagines his own life as a super-talented soccer player in epic Hollywood movie style, in Powerade's World Cup ad.
The spot, by Wieden & Kennedy Portland, sees him go off into a reverie as he sells a bottle of the beverage to a kid and muses: "If only I'd had this kind of power back in my day...I'd have been unstoppable."
He imagines himself in a movie called "The Glorious Foot," evading players with a spectacular slide tackle and scoring a goal with an acrobatic kick while kissing his crucifix, Pele-style, all to an operatic soundtrack. "I love that movie," he concludes.
Daniel Wolfe at Somesuch directed the spot, which follows a previous humorous ad that ran during basketball's March Madness, in a shift in tone from some of the brand's previous more serious spots focusing on athletes' humble beginnings.
"We couldn't be happier with the second chapter of our new brand platform," says Alex Ames, senior manager, Powerade, in a statement. "We're confident the spot's unique tone will break through during soccer's most powerful tournament, and leave people thinking about the brand in a different light."