Interest in the NFL is rising around the world, but in Mexico its popularity is booming. Pepsi Mexico wanted to shout about the fact they were the official snack of the NFL, so we created a spokes-character called the Snack Ref (or Referi Botanero) that would show that if you wanted to throw a proper NFL watching party, you would need the right snacks. Naturally, we tapped into the hilarious Eli Manning. Sure, as a legendary quarterback he could throw a football, but could he throw a party?

Our team of Snack Refs went on to star in the ads for subsequent NFL seasons, and when the FIFA World Cup came around, we even created a special Snack Ref just for football/soccer.

Creative Collaborators:

Karl Gilbert - Creative Director / Art Director
Sergio Granados - Director (Launch)