Client: AB InBev
Agency: Deutsch New York
Chief Creative Officer: Dan Kelleher
Executive Creative Director: James Cowie
Senior Art Director: Ashley Centrella
Senior Copywriter: Chris Wernikowski
Senior Copywriter: Michael Philbin
Creative Director: Heather English
Senior Art Director: Jeffrey Rozman
Senior Designer: Chris Kelley
Integrated Production: Joe Calabrese & Andrea Segura
Print Production: Sarah Manna & Taylor Kigar
Strategy Matt Baker, Andrew Quay & Alex Rakestraw
Account Management: Andrew Arnot, Madalyn McLane & Hannah Duchardt
Project Manager: Rich Gladis
Business Affairs: Maria Taris, Stacy Schwartz & Senior
Editing: Final Cut NY
Editor & Sound Design: Jim Helton
Assistant Editors: Geoff Hastings & Dillon Stoneburner
Production: Sarah Roebuck, Andrea Cantor & Penny Ensley
VFX & Flame Artist: Steve Miller
VFX Producer: Kyra Hendricks
Client: AB InBev (Budweiser)
VP Global Brands, (Budweiser, Corona, Stella Artois, Michelob Ultra): Richard Oppy
VP Global Marketing, Budweiser: Steve Arkley
Global Advertising Director, Budweiser: Andrew Oosterhuis
Global Marketing Director, Budweiser: Chad Lafeldt
Head of Global Partnership Marketing, AB InBev: Eelco van der Noll
Published: September 2020
Synopsis:
Never Give Up on Greatness – Budweiser teams up with Barcelona star Lionel Messi as the King of Beers meets the King of Football.
To introduce the collaboration, the beer brand has released “They Say” a provocative film designed to inspire fans to never give up on greatness by highlighting Messi’s journey of self-belief as he heads into his 20th professional season.
“I’m excited to partner with Budweiser to share my journey that was based on a determination to be the best player I can be,” said Messi.
“Day after day, year after year, it took sacrifice and hard work to reach my dreams. Hopefully fans around the world will find inspiration in my story to commit to their craft and never give up on greatness, no matter how hard the journey.”
These shared values are also reflected in Budweiser’s history and the relentless pursuit of the craft. Founded by the ambition of Adolphus Busch to create the world’s best American lager, Budweiser started as a small brewery in St. Louis, Missouri, USA. Through a commitment to its craft and loyalty to the brewing process for over 140 years, Budweiser has become the world’s most popular beer.
Speaking about the partnership, Global VP of Budweiser Steve Arkley said: “Lionel Messi is a true icon and role model of his generation and for generations to come. His dedication and commitment to his craft reflect the same self-belief that has led Budweiser to become the King of Beers.
“We look forward to working together as partners to continue delivering on our ambition, reminding football fans worldwide that greatness is a journey that is worth the effort and determination.”
With this development, Messi joins fellow greats of the game on their roster, which includes Sergio Ramos and Marcelo. Budweiser’s football portfolio includes multi-year partnerships with La Liga and the Premier League, two of the top internationally reaching football leagues. Budweiser is also a 30+ year partner with Fifa World Cup.