Football is perhaps the most marketable sport in the world. The players involved become superstars, the jerseys and boots they sport become iconic, and even certain referees find themselves in the spotlight. A crucial aspect of what makes teams tick is the managers, some coaches even hold the capability of transforming a player’s career.
Yet, they hardly share the limelight.
Although in recent times, certain figures have broken that trend, the likes of Jurgen Klopp, Jose Mourinho, and Antonio Conte, come to mind.
However, the most prominent manager in the marketing space has to be Manchester City‘s Pep Guardiola. The Spaniard has enjoyed unparalleled success during his career, and his methods have earned him immense stardom.
Known for being an astute perfectionist, the Spaniard can come off as idiosyncratic at times. And there’s nothing more marketable than a unique personality.
He recently featured in an advert for automobile company Nissan, promoting their latest offering named Ariya.
And aside from displaying his acting chops, the advert goes on to show just how big of a celebrity Guardiola is.
The ad begins at the City gaffers’ residence, he hops inside the resplendent Nissan Ariya and sets off for a day at work.
During his commute, he passes by a restaurant, the manager appears to be instructing the waiting staff. Evidently inspired by his footy counterpart, the restaurant manager mimics Pep’s gestures and methods.
He demands the staff’s attention using Guardiola’s trademark ‘eye pointing’, and moves around glasses like pins on a tactical board. This sets the theme for the entire advert, as it transports the viewer to different scenarios, displaying Pep’s influence.
We cut to a barbershop, the 51-year-old’s picture adorns the walls, evidently the establishment’s most popular offering. A customer nods affirmatively at the barber, who then proceeds to shave his head. He clearly asked for the ‘Pep’.
The final destination is the Etihad to conclude Pep’s eventful commute. At the gate stands an energetic traffic guide, prancing around relentlessly just like Guardiola on the touchline. Pep couldn’t help but chuckle.
The ad concludes with the message “Be More Pep”. A hint that perhaps acquiring the Nissan Ariya is an important step in that direction.
