Lionel Messi

The Hard Rock Cafe has unveiled a global campaign tagged “Greatness Happens Here” after it renewed its partnership with multiple award-winning footballer,  Lionel Messi as its brand ambassador.

The twist here: The work casts Inter Miami and captains Argentina’s national team,  Messi in the role of chef.

Created by Yes, we’re Open, this new campaign is cross-media: TV, digital, outdoor, retail, web, Facebook, Instagram and. YouTube. “Greatness Happens Here” builds on the Live Greatness platform introduced by the brand in 2020 and will be launched in all Hard Rock Cafes worldwide and select hotels.

Máximo Lorenzo, managing partner at Yes, we’re Open, said: “The brand faces the challenge of remaining cool and relevant, not only to its most loyal customers, but also to new consumers who are increasingly demanding and connected, representing the new generations.”

Millie Vergara, managing partner at Open USA, underscored part of the campaign’s target audience. “Our goal is to connect with the Hispanic consumer segment and a universal consumer through sports and food enjoyment passion points.”

The Hard Rock Cafe has venues in 74 countries.