Former American Football running back Barry Sanders has teamed up with Pepsi MAX to support its new computer gaming campaign.
Featuring in a television advert titled ‘Disappearing Sanders’ the legendary player invites fans to play and unlock him in the Ultimate Team mode on EA Sports Madden NFL 25, which hits shelves on August 27th 2013.
Commenting on the ad, which was produced by TBWA/Chiat/Day LA ahead of the official NFL season kick off, Joanne Nicoletti, senior brand manager for Pepsi Max said: “Pepsi Max is always seeking ways to bring fans the newest and most coveted experiences in sports and gaming and this partnership with Madden NFL 25 accomplishes that.
“We wanted to create an ad that gets our fans excited about experiences that only Pepsi Max can deliver. We were fortunate to team up with legend Barry Sanders, a longtime Pepsi supporter, to help bring the game to life for our fans.”
It comes following a partnership between Pepsi Max and EA Sports earlier this year which encouraged fans to vote for the cover star for Madden NFL 25.
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate.
EA SPORTS is one of the leading sports entertainment brands in the world, with top-selling videogame franchises, award-winning interactive technology, fan programs and cross-platform digital experiences. EA SPORTS creates connected experiences that ignite the emotion of sports through industry-leading sports videogames, including Madden NFL football, FIFA Soccer, NHL® hockey, NBA LIVE basketball, NCAA® Football, Tiger Woods PGA TOUR® golf, SSX, and EA SPORTS UFC.