Emirates NBD, a leading banking group in the Middle East, North Africa and Türkiye (MENAT) region, and Visa, a world leader in digital payments, have rolled out ‘P(L)AY IT LIKE PEP’, a major brand campaign featuring football legend Pep Guardiola, designed to strengthen the association between banking, a new generation of customers, and the world’s most powerful passion point: football.
Pep Guardiola, the UEFA Champions League-winning Manchester City football manager, takes centre stage in a multi-channel, integrated, film-centric campaign. Pep brings his trademark philosophy of adaptability and precision into everyday life, showing how the skills that win on the pitch can also guide the choices fans make off it.
Brought to life by Horizon FCB, a leading integrated creative agency in the Middle East, the ‘P(L)AY IT LIKE PEP’ campaign rolled out across out-of-home (OOH) billboards, social media and digital channels.
The campaign’s hero films combines the right mixture of subtle humour and a touch of class to inspire Gen Z audiences to adopt Pep’s mindset of strategy, commitment, teamwork, togetherness and control in their daily decisions, which can turn ordinary moments into smart plays.
The strategy speaks first to football fans across the UAE and Saudi Arabia, aligning Emirates NBD and Visa with the sport they love. The campaign also resonates with locals and younger audiences who see Pep as more than a coach and a cultural icon whose tactical genius translates beyond the stadium.
Rohit Garg, Group Head of Retail Products and Chief Digital Officer of Retail Banking and Wealth Management at Emirates NBD, said, “At Emirates NBD, we are committed to delivering banking solutions that align to the evolving needs and expectations of our customers.”
Garg added, “We are pleased to collaborate with Visa and Pep Guardiola on a campaign that reflects our strategy to engage the next generation of banking customers, through innovative and meaningful experiences that truly resonate with them”.
Through the campaign, Emirates NBD and Visa position themselves as trusted, modern companions in the lives of their customers.
Salima Gutieva, Visa’s VP and Country Manager for UAE, said, “We strive to help our partners tap into the strength of Visa’s global sponsorships and iconic collaborations. Working together with Emirates NBD and Pep Guardiola, we’re creating exclusive moments that add excitement and value for Emirates NBD Visa cardholders, offering them access to enhanced experiences only Visa can deliver.”
Reham Mufleh, Managing Director at Horizon FCB, the agency behind the campaign, added. “This campaign is a testament to the power of strong client partnerships and what creativity can achieve when rooted in shared ambition. Working closely with Visa and Emirates NBD, we set out to create work that goes beyond storytelling, work that helps businesses grow, unlocks value, and acts as a true economic multiplier. Collaborating with Pep Guardiola brought that vision to life”.
While most brands settle for a simple celebrity endorsement, this campaign is a considered attempt to shift the narrative around banking.
For Gen Z, this campaign suggests that banking can be flexible, easy and even entertaining. Emirates NBD and Visa are redefining what it means to be a bank in the lives of a younger, more digitally savvy audience.
And as for Pep? Whether managing a Champions League final or an everyday payment, one thing remains true: whatever the play, pay with Emirates NBD.
CREDITS:
Client: Visa Middle East
Emaad Reza – Head of Marketing Services
Farhad Khalid Rafique – Marketing Services Director
Iza Zafar Iqbal – Marketing Manager, Co-brands and sponsorships
Agency: Horizon FCB
Mazen Jawad – CEO
Reham Mufleh – Managing Director
Alexander Pineda – Chief Creative office
Munther Al Sheyyab – Head of Strategy
Farouk Haber – Group Account Director
Mohamed Bareche – Executive Creative Director
Colin Smith – Creative Director
Antonio Cue – Associate Creative Director
Marcos Becker – Associate creative Director
Thomas Nicolae – Associate creative Director
Lyle Martin– Associate Creative Director
Ahmed Samir – Associate Creative Director
Alaa Hayek – Account Manager
Yara Kobaissi – Account Executive
Mohamed Hesham – Senior Agency Producer
Mariam Adel – Head of creative services
Muhammed Abed – Graphic Designer
