Coke Just Signed a Virtual Athlete Endorser, and Had Him Remake One of Its Classic Ads

Alex Hunter is a superstar within FIFA 18

Alex Hunter is one of the most popular young soccer players today. The grandson of a famous British player in the 1960s, the teenager is trying to break through in the storied English Premier League. Millions followed his story last year as he began to make a name for himself—even though he’s not a real person.

@nudd Tim Nudd is a former creative editor of Adweek.