Messi
Pepsico
Issue 32 | September 2014
Agency
Tiempo BBDO
Creative Team
General Creative Director: Siscu Molina Creative Director: Tomas Ferrandiz Copywriter: Joan Marce Art Director: Carlos Adan
Production Team
Producer: Vanessa Virumbrales Executive: Erica Martines
Other Credits
Strategy Director: Maria Pilar Palos Account Supervisor: Marion Remedi
Date
June 2014
Background
The campaign starred Leo Messi and involved a TV ad, digital actions and a 20" joint ad for Lay's and Pepsi, also stared the football player.
Idea
The ad was the first one for the brand from a global perspective. Tiempo BBDO reported directly to the Pepsico Headquarters in New York, working jointly with the client's global team. For Cristina Kenz, Senior Global Marketing Director at Lay's, located at Pepsico Headquarters in New York: "This campaign is the first one with a global intention and I am personally very happy that it has been generated by an agency from my native country. The response from all countries is great and is going far beyond our initial expectations."
The ad was filmed in the city of Río de Janeiro during December and was completed by filming Messi, which was in Barcelona in February this year. It was designed to be versatile as regards adaptations and each country can incorporate local famous people to appear alongside Messi in a cameo appearance.
The campaign took place on the streets of Río, where we could see a relaxed Leo Messi doing some sightseeing as he enjoys his Lay's. Numerous tourists and strangers aske if they could take "selfies" with him. But Messi's fans could not help themselves from taking a crisp from the star. It was not something they'd thought out – they were simply drawn to the Lay's when they're next to their idol and so near to the bag. Messi smiled when he realised that his fans, unable to stop themselves, had been eating his crisps until he had none left! In Spain, Messi shared the limelight with Íker Casillas, who made a cameo appearance at the end of the ad, and later had his own 10" ad.
The music for the ad was the song "Balada Boa", more popularly known as "tche-tcherere-tche-tche", one of the Brazilian Gusttavo Lima's greatest hits.
Radical Media was the production company in charge of filming under the direction of Australian producer Bruce Hunt, with Colin Watkinson as Director of Photography. After filming in Río and Barcelona, during which a total of over 200 extras and a large production team were used, the post-production process began with Furia Digital in charge.