Tata Motors has unveiled the first spot featuring newly appointed global brand ambassador for passenger vehicles, footballer Lionel Messi. The Argentinian has signed a 'long-term’ association with the Indian auto major.
Tata Motors’ first campaign featuring the soccer star under the theme 'Madeofgreat' is now live. The creative agency is Soho Square.
The film opens at the team dressing room. Messi reads a newspaper with a picture of him as a child, and the headline 'The rising star'. It cuts to a video of him playing in his younger days. The visuals interchange with those of a current match. A voice over says talent made him exceptional, his roots made him humble, tackles made him tough, the critics only made him tougher. It continues: “Of the many things that made this man… that stubborn little boy, made him great.” A car with the Tata Motors logo appears on screen as the voice over says: “What drives us from within, is what makes us great. Driven by design, technology and the road ahead.” As Messi scores, he turns to crowd and exchanges a gesture with his younger self. The film signs off with the ‘Tata Motors #MadeofGreat’ message.
On the appointment of Messi, Mayank Pareek, president, passenger vehicle business unit, Tata Motors, said, “We are very excited to have Lionel Messi on board. He is talent galore with conviction and is an icon for today’s youth. Watching him play football is magical. His determination on the field is awe-inspiring. He is a winner who is trustworthy, reliable, pioneering, simple and driven by self-belief, which is the core idea of this campaign – ‘What drives us from within is what makes us great’. Tata Motors is driven by design, technology and strives towards excellence. Through this powerful campaign we will communicate the values and ethos of the passenger vehicle business. As we look to expand our footprint across the globe, Messi’s unique ability to appeal globally, transcending geographies, makes him ideal person to represent our brand, internationally. This is the first campaign in the series and many more will unfold as we move on in this long-term association. We hope our customers like this new campaign and we look forward to their continued support.”
Client: Tata Motors
Creative agency: Soho Square
Creative team: Kunal Jeswani, Anuraag Khandelwal, Satish deSa
Director (film): Daniel Ben Mayor
On-ground agency: Wizcraft
Digital agency: DigitasLBi