On the evening of June 30, Sony Pictures Entertainment released a new introduction video for the superhero blockbuster "Spider-Man: Brand New Day". The promotion campaign quickly attracted attention with the participation of football superstar Lionel Messi as a special fan of Spider-Man. This promotion video creates an interesting combination between the symbol of football and one of the most famous film brands in the world.
The video is set in a convenience store in New York City (USA). While Peter Parker (played by Tom Holland) is on the phone, he suddenly recognizes the guest who just entered as Lionel Messi. Transforming into a "super fan", Messi uses Spanish to chat and shows Peter Parker a positioning application called "Spidey Tracker", and also says he is looking for Spider-Man.
Faced with the unexpected situation, Peter Parker only had time to ask Messi to wait a moment and then quickly leave to secretly change into a superhero outfit.
The climax of the video came in the final seconds when Spider-Man appeared in his familiar red and blue outfit and asked Messi: "Are you afraid of heights?". Before he could react, the Argentine superstar was held by the hand by Spider-Man, and lifted into the air to experience the feeling of flying between the skyscrapers of New York.
The scene is short but humorous, contributing to creating attraction for the promotional video and quickly being widely shared on social networks.
Sony Pictures' choice of Lionel Messi to appear in the media campaign is seen as a step to expand the film's reach to sports-loving audiences. The combination of a contemporary sports icon and the most popular superhero in history is assessed by experts as Sony Pictures' strategic marketing step.
After winning the 2022 World Cup with the Argentine national team, Messi's influence continued to go beyond the football field, helping him become a face chosen by many international brands in promotion campaigns. The combination between Messi and Spider-Man is therefore assessed to be able to reach many different audience groups, from movie fans to football lovers.
In just a short time after being posted, the video has attracted millions of views and interactions on social media platforms, contributing to increasing interest in "Spider-Man: Brand New Day" before its release date.
According to the producer's plan, the film is scheduled to premiere in cinemas around the world from July 31st and is expected to become one of the notable works of this summer's film season.
