Pepsi has unveiled its latest global campaign, “Football Always Wins,” to encourage fans to break their midweek routines and embrace the excitement of UEFA Champions League football. The initiative, featuring football ambassadors Jack Grealish and Vini Jr., aims to position football as the ultimate form of midweek entertainment over other activities.
The campaign includes a series of films and digital content showcasing Jack Grealish and Vini Jr. stepping into dramatic scenarios inspired by popular TV genres. These creative productions highlight the message that football takes precedence over game shows, soap operas, and martial arts dramas.
In the first of two films, Vini Jr. appears in a telenovela-style scene wearing a cowboy outfit. He rides a horse towards a romantic partner but instead opts for football, juggling the ball on his chest and ultimately standing on the saddle in a dramatic gesture. The second film, set for release next week, transports him into the Wuxia martial arts genre, where he interrupts a battle with a football display, again emphasising the campaign’s mantra, “Football Always Wins.”
Speaking about the campaign, Vini Jr. said: “When I was younger in Brazil, I’d sprint home from school to watch European matches. Now, being part of those games, my focus is on excelling on the pitch. The Pepsi campaign was a fun way to show my passion for football and its ability to inspire people worldwide.”
Jack Grealish takes centre stage in a jungle-themed game show scenario in another film. Contestants struggle to complete a challenge until Grealish appears, effortlessly kicking a football to solve the problem. Grealish remarked: “I’ve always enjoyed game shows, so when Pepsi asked me to take on these jungle challenges, I couldn’t wait to get involved. It was a fantastic way to merge football with fun.”
The campaign also includes supporting social content, where Grealish and Vini Jr. hack popular TikTok memes to promote UEFA Champions League matches. They urge fans to “stop the scroll” and prioritise football over digital distractions.
Eric Melis, Vice President of Global Brand Marketing at PepsiCo, explained the campaign’s purpose: “Football has a unique ability to unite and entertain, especially during UEFA Champions League nights. With this campaign, we’re encouraging fans to break their midweek monotony and embrace the thrill of live football. Our partnership with Jack and Vini Jr. has brought this message to life in a way that’s both creative and entertaining.”
The first film launched globally on 20 January 2025, with subsequent releases planned across social media and other digital platforms. Fans can follow Pepsi’s official channels, including X (formerly Twitter), Instagram, and Facebook, for updates on the campaign.
