Hard Rock’s New Kid-Focused Campaign Features Superhero ‘Captain Messi’

Hard Rock International is joining forces with its global brand ambassador Lionel Messi for a new campaign that transforms the superstar football player into a superhero.

Captain Messi, the pink-clad hero who saves the day with a powerful kick, will pop up in Hard Rock Cafes and selected Hard Rock Hotels.

As part of the new effort, Messi and Hard Rock collaborated to produce a limited-edition poseable figure of the new character, which will be included in every Hard Rock Kid’s Menu order at participating establishments while supplies last.
Hard Rock’s Captain Messi Toy | Source: Hard Rock International
This marks the first time the athlete helped create a toy in his likeness.

Additionally, the toy will be sold in Rock Shops worldwide and on the brand’s online store, along with a full Captain Messi retail collection that includes apparel, backpacks, lunch boxes, water bottles, and more.

Messi also made an appearance at the flagship Seminole Hard Rock Hollywood property to promote the new effort, surprising families and special guests alike.

In a press release, the eight-time Ballon d’Or winner spoke about his love for watching superhero movies with his children, which added to the significance of creating Captain Messi with Hard Rock.

“I hope it helps inspire young fans and families to work hard and believe in themselves to do great things,” he concluded.

Seminole Gaming CEO and Hard Rock International Chairman Jim Allen chimed in, expressing the company’s excitement to continue its partnership with Messi, which began three years ago.

Messi’s active involvement in this new campaign highlights the athlete’s love for inspiring children around the world. By taking on the role of a literal superhero, he embodies Hard Rock’s child-friendly brand voice.

Legend to Hero

The collaboration was officially launched with an animated 40-second spot from Hard Rock, which opens with a flashy concert at Hard Rock Stadium in the big city.

Suddenly, the entire city loses power and goes dark, shutting down the party.

When all hope seems lost, the camera zooms in on a lone figure standing on the roof of The Guitar Hotel at Seminole Hard Rock Hollywood.

Stepping out of the shadows is none other than Captain Messi himself!

Suiting up in a high-tech armor, he juggles a football while running through the sky, making a grand entrance at the stadium.

With a flash of light, his football lights up the arena, saving the day.

Messi previously appeared in a massive campaign for Hard Rock earlier in August, alongside fellow ambassadors Shakira, John Legend, and Noah Kahan.