Official Manchester United wine partner Casillero del Diablo continues to play on the themes of legends and devils in its latest club-led campaign led by a commercial staring striker Zlatan Ibrahimovic.
The wine brand leverages its rights and the Manchester United star’s iconic status and goal scoring success for its latest ad – which shows the Swedish attacker adding to his tattoo collection.
The 6ft 4inch, 35-year-old star, is known for his outspoken and witty personality and for his impressive body tattoos and this ‘Another Legendary Devil’ spot leverages these aspects of his character.
The Chilean wine brand is rolling out a new soccer sponsorship activation led by a 40-second TV commercial which sees Zlatan get two new tattoo designs – the Manchester United ‘red devil’ emblem and the symbol of the wine brand.
Shot in an atmospheric, cavernous space, the ad’s tone and setting allude to the player’s cult-like status.
The ad also stars a set of Zlatan’s current Utd teammates (including Michael Carrick, Antonio Valencia and David De Gea), alongside club legends Sir Bobby Charlton, Dennis Law and Andy Cole.
In addition to running on TV, the ad is also amplified socially on the wine brand’s Facebook, Twitter
Only a few become legends… pic.twitter.com/nrBUjKbF7Q
— Casillero del Diablo (@CasilleroDiablo) March 16, 2017
and Instagram pages.
Activative Comment:
With more than 358,167 views on the Casillero del Diablo YouTube channel in the first two weeks since it was posted, Zlatan is getting some solid engagement from football fans and general and man Utd supporters in particular.
It’s not the first time Zlatan’s tattoos have been the centre of a marketing campaign: back in 2015, he inked his body as part of the World Food programme’s award winning ‘805 Million names’ (see case study).
He has also recently appeared in ad campaigns for his own sports brand and health drinks company, as well as for Swedish car company Volvo leveraging interest in Euro 2016 (see our pre- and post-tournament case studies).
Casillero del Diablo, which has been the official wine partner of Manchester United since 2010, renewed its partnership with the club last year in a deal extended the tie-up to 2019.
The sponsorship gives the Chilean wine brand the right to use the image of the team’s players, display the brand on digital panels in the Old Trafford stadium and make its wine available in certain areas of the stadium.
This latest campaign and builds on Casillero del Diablo’s portfolio of ads with United’s players revolving around devils and legends and It is the fourth commercial during the wine brand’s alliance with the English club.
Previous campaigns have been spearheaded by hero TV spots such as this 2011 ad starring Wayne Rooney, Ryan Giggs and Patrice Evra,
a ‘Legendary Team / Legendary Wine’ spot led by Giggs, Evra, Ferdinand, Carrick, Scholes, Nani and Vidic in 2013
and this 2016 ‘Next Legend’ commercial featuring Rooney, Andre Herrera and Darren Fletcher.
Links:
Casillero del Diablo
https://www.youtube.com/user/casillerovideos
https://twitter.com/casillerodiablo
https://www.instagram.com/casillero_diablo/
http://www.casillerodeldiablo.com/
Man Utd
https://www.facebook.com/manchesterunited/
http://www.manutd.com/en/Club/Sponsors.aspx
https://www.instagram.com/MANCHESTERUNITED/
