When PepsiCo approached us with the task of launching their new Pepsi Zero Sugar in Chile, they had already chosen the perfect face for the product: the fierce and unstoppable Chilean soccer star, Gary Medel. The challenge was to find a way to connect the product with the celebrity in a way that was both compelling and impactful.

We knew that we had to think big and bold, and we knew that we could not settle for anything less than epic. And so, we set out to create a campaign that would capture the unyielding spirit of Gary Medel and translate it into the Pepsi Zero Sugar brand.

The answer was clear: If Gary Medel was unstoppable on the field, then who could stop him from bringing Pepsi Zero Sugar to Chile? The answer, of course, was nobody.

We knew that we had to create a commercial that was not only humorous in its script and art direction but also aligned with the face of our product. To add a little spice we decided to record the commercial on the very same location where the last Coca-Cola commercial in Chile was recorded. This added an extra layer of drama and tension to the piece, and it was a perfect way to symbolize the fierce competition between the two brands.

The campaign was a triumph, and it went on to win a Silver Effie award. But more importantly, it helped to launch Pepsi Zero Sugar in Chile with a bang and established it as a major player in the market.