Lionel Messi channels El Chavo del Ocho in Duracell ad as his “battery dead” moment goes viral

• Lionel Messi joins Duracell in a viral campaign where he runs “out of energy” mid-field, only to be saved by the brand’s power.
• The campaign seeks to capitalize on the global attention of the 2026 World Cup by utilizing the “GOAT” as the marketing centerpiece.
• For the first time, Duracell will launch limited editions featuring Messi’s leg tattoo design directly on the batteries.

The Argentine star returns to the spotlight of the advertising world through a creative collaboration that blends technology and sports; specifically, Lionel Messi stars in the new Duracell spot where his “low battery” moment evokes the famous “garrotera” from El Chavo del Ocho and has already gone viral ahead of the 2026 World Cup.

 In the ad, the player appears to freeze completely until a brand scientist intervenes with a “power boost” to bring him back to life; likewise, this strategy follows the success previously achieved with Tom Brady, proving that pairing great legends with pop culture references remains a winning formula; consequently, the brand aims to secure the attention of millions of viewers across The United States and the world; in fact, the commercial will air during key matches on networks such as Fox and Telemundo.

The “GOAT” and live sports culture

Selecting the Argentine captain is no coincidence, as live sporting events remain the only medium capable of gathering massive audiences simultaneously; therefore, Duracell leverages the figure of Lionel Messi to connect with the Latino community and soccer fans in The United States through a viral campaign. According to marketing executives, the goal involves associating the “long-lasting” message directly with the endurance and talent of the greatest of all time; furthermore, the campaign does not stop at television, as it will flood platforms like YouTube and Amazon; in this sense, Messi’s cultural relevance allows the brand’s message to transcend the traditional format of a commercial; for this reason, the anticipation to see the number 10 in action, both on the field and on screens, has reached its peak.

Product innovation: Messi’s tattoo on your batteries

Beyond the screen, the partnership drives the company to implement unprecedented changes in the design of its iconic products for this 2026; additionally, Duracell will launch limited-edition packaging where Lionel Messi’s famous leg tattoo will appear printed on the batteries.

 

Ver esta publicación en Instagram

 

Una publicación compartida de Leo Messi (@leomessi)

This represents the first time the company incorporates external marks onto the body of its flagship product, highlighting the magnitude of this collaboration; according to experts, this level of customization aims to create a collector’s item for fans of the Argentine star; ultimately, the union between Messi and Duracell redefines sports marketing through a viral campaign during this World Cup year; thus, fans will not only witness his energy in the stadium but can also carry a piece of his legacy in their everyday devices.