Soda giant Pepsi has just launched a new global football campaign starring superstars Vini Jr. and Jack Grealish.
Continuing the brand's "Football Always Wins" platform, the effort positions the beautiful game as the best form of entertainment there is.
A trio of spots, two starring Vini Jr. and one starring Grealish, place the athletes in wacky scenarios that aim to convince fans around the world to switch up their usual midweek TV programs, which may include game shows, Telenovela serials, or Wuxia martial arts shows.
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In a press release, PepsiCo Global Brand Marketing VP Eric Melis highlighted how football, especially the UEFA Champions League, has the unique ability to entertain fans around the world.
Despite the league-breaking midweek TV routines, the campaign suggests that audiences should choose a program that brings them excitement instead of something monotonous.
Vini Jr. chimed in to share how his childhood in Brazil was shaped by the excitement of watching European matches.
"I remember being glued to the screen, dreaming of one day playing on those pitches. Now I'm there, my goals and ambitions are always about taking my game to the next level."
Additional content will roll out through the next few weeks, featuring Grealish participating in a challenge involving mystery boxes.
Along with Vini Jr., the two will also appear in social assets that will inspire fans to watch UEFA Champions League games instead of scrolling aimlessly on their phone.
Pepsi's latest effort coincides with many of its past endeavors involving athletes, as the brand asserts its dominance in the football world.
Teaming up with some of UEFA's biggest stars is a surefire influencer marketing strategy that scales the brand's visibility, engaging football fans around the world.
Screen Time
The first ad places the footballer in the world of a telenovela, a popular genre in Latin America. Dressed in a dashing cowboy outfit, he and a potential romantic interest approach each other on horseback.
However, after the two lock eyes, Vini Jr. ignores her and chooses football, controlling a ball on his chest instead.
The spot ends with the athlete standing triumphantly on his horse's saddle.
Vini Jr. stars in two films for the campaign, with the second to be launched next week.
Meanwhile, Jack Grealish's spot transports the athlete into the jungle, where he stars in a survival game show.
It opens with a group of three contestants crawling through a pit of mud to find a ball that will fit into a hole in the wall.
As the participants struggle to complete the challenge, Grealish appears out of nowhere and strikes a pose before easily kicking a football through the hole, proving that "Football Always Wins."
Last December, Pepsi launched a limited-edition flavor for the holidays in a campaign starring Shaquille O'Neal.
Later that month, the brand poked fun at Coca-Cola with an ad that showed Santa Claus switching to Pepsi.
