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What happens when the greatest of all time runs out of power?
According to Duracell, even Lionel Messi needs a recharge.
Ahead of the 2026 World Cup, Duracell has launched a new global campaign featuring Messi in a playful, cinematic spot where the football icon suddenly “powers down” mid-action after using generic batteries—only to be revived by a Duracell Scientist delivering a signature “power boost.”
The concept builds on a successful formula. The brand first tested the idea during the 2025 Super Bowl with Tom Brady, where the legendary quarterback humorously shut down on-air before being “recharged.” The strong reception turned what was originally a one-off idea into a repeatable campaign.
This time, the stage is even bigger.
With the World Cup drawing global attention, Duracell is leaning fully into sports—one of the few spaces that still guarantees massive live audiences. The Messi campaign will run throughout the tournament across major broadcasters like Fox and Telemundo, as well as across YouTube, Amazon, audio, and social platforms.
It’s a smart move. As more viewers shift to on-demand content, live sports remain one of the last true shared viewing experiences. Pairing a global icon like Messi with a moment like the World Cup creates instant cultural relevance.
Duracell isn’t stopping there. The company is also releasing limited-edition battery packs featuring Messi’s signature leg tattoo—marking the first time the brand has incorporated a partner’s design directly onto its product.
The message is simple—and memorable.
Even legends need the right power source.
May 9 isn’t just a game — it’s a city moment. We’ve partnered with MLSE to bring the Toronto Latinos community together for Toronto FC vs Inter Miami at BMO Field — a chance to see Messi and other World Cup stars live before 2026. This is more than 90 minutes: pre-party at the stadium, afterparty steps away — one full-day experience. Roll with us.
Email info@torontolatinos.com for discounted group tickets.
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