Lionel Messi is set to become a star with David Beckham’s MLS team, Inter Miami, making his debut soon in what should be one of the biggest arrivals for U.S. soccer.
But a new campaign, “Greatness Happens Here,” has the soccer icon donning a different uniform, one that has Messi chopping, prepping and cooking. The Hard Rock Cafe is giving Messi the reign of the kitchen in a new spot promoting his Messi Chicken Sandwich, new to the menu and made by the soccer star.
The ad features Messi, who has been an ambassador for the Hard Rock Cafe since 2021, walking into the changing room at the Hard Rock, magically opening locker doors before donning a chef’s coat and walking into the kitchen. The magic continues as bread and produce gravitate towards Messi and he waves his hand in front of the gas grills as they light by themselves. Messi then goes to work, directing the kitchen staff to pull together a crispy chicken sandwich, which is enjoyed by a young diner as Messi looks on with delight.
The spot was filmed in Messi’s new professional home of Florida, as well as in Paris and Lisbon. It was created and produced by the creative studio Yes, we’re Open, and the campaign will feature TV, video, extensive social media support and a significant presence in global mass media.
CLIENT: Hard Rock International
AGENCY: Yes, We’re Open
CCO: Sebastian Marvin
ART DIRECTOR: Barbie Marin
MANAGING PARTNER: Máximo Lorenzo
MANAGING DIRECTOR USA: Millie Vergara
AGENCY PRODUCER: Luis Cristobal
CLIENT: Elena Alvarez (VP Sales & Marketing)
PRODUCTION HOUSE: Smile/ 24_7
DIRECTOR: Marco Grandía
EXECUTIVE PRODUCER: Rafa Reboll
SHOOTING LOCATIONS: Paris, Lisbon, Orlando