Adweek | Sports Marketing Mastercard Film Shows Young Lionel Messi’s First Flight to Play for Barcelona FC

The ad is the latest in the brand's decades long running 'Priceless' platform
Press May 19, 2022
Story by Stephen Lepitak

With UEFA’s Champion’s League men’s final between Liverpool and Real Madrid slated on May 28, one of the soccer competition’s main sponsors Mastercard has released a spot featuring tournament winner Lionel Messi’s memories of leaving home to play for Barcelona as a boy.

The 1 minute 20 second spot, created by McCann, features a digitally de-aged Messi, who is a brand ambassador for Mastercard. It is the latest element of the technology and payment brand’s long-running “Priceless” platform, which began in 1997 to promote the experiences it can help provide people and the memories they can make through using their service.

During the film, Messi, in voiceover, relays his thoughts and feeling of making the journey from Argentina to Spain—and we see him experience the journey before the two eras are seen together at the airport when he lands.

Messi released the film on May 12 on his own Instagram account, which has 325 million followers, with further activity through the brand’s owned social media accounts also planned.

With VFX and colour by The Mill

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