Duracell, Messi Power Up for FIFA World Cup

The battery maker demonstrates that true greatness is engineered

Duracell confirms what we all suspected: Lionel Messi is beyond human. In a new spot, the battery maker demonstrates that “true greatness isn’t just born—it’s also engineered.”

Duracell has partnered with the soccer GOAT in the lead up to the 2026 FIFA World Cup, taking place across North America and Mexico this summer.

The collab centers on a 30-second spot, “Messi Reboot.” On the pitch, he powers down and freezes. A Duracell scientist runs onto the field and inserts some Duracell batteries. Lo and behold, Messi is energized full tilt.

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