Description
With the FIFA World Cup 2026™ approaching, Flamin’ Hot® presents The Warmest Welcome, a campaign that celebrates Mexico’s passion for football through humor, shared memory, and the brand’s unmistakable spiciness.
In Mexico, football is much more than a sport—it is part of everyday conversation, shared experiences, and the country’s cultural identity. Building on this deep connection, Flamin’ Hot® created a campaign that reinterprets some of the most iconic moments in recent Mexican football history as culturally relevant entertainment.
The insight: from memorable moments to entertainment
The campaign is built on a clear insight: Mexican fans have a strong connection to the matches that defined an era and know how to revisit those moments with perspective and humor. For many in Mexico, names such as Arjen Robben and Maxi Rodríguez are closely associated with World Cup matches that left a lasting impression on the national football narrative—games that remain part of the country’s collective football memory.
With this in mind, Flamin’ Hot® invited both former footballers to take part in the conversation, revisiting those stories from an unexpected perspective shaped by wit, self‑awareness, and the humor that characterizes Mexican fans.
The Warmest Welcome comes to life through a series of audiovisual pieces and digital content in which Robben and Maxi Rodríguez interact with the Flamin’ Hot® universe, symbolically engaging with the brand’s spiciness in scenarios that reference those memorable matches recognized by millions of Mexican fans.
Spice becomes a light‑hearted and playful metaphor for the intensity of football memories, reinterpreted through a relatable and respectful tone. The campaign unfolds through a hero video, social media content, out‑of‑home placements, and digital activations, inviting fans to join the conversation.
While the insight is rooted in Mexican football culture, the campaign is also designed to be accessible to international audiences by explaining why these figures are significant in Mexico and how football creates shared memory and emotion beyond the final score.
This professional campaign titled 'The Warmest Welcome' was published in Mexico in April, 2026. It was created for the brand: Flamin’ Hot®, by ad agency: ISLA MÉXICO. This Film and Integrated media campaign is related to the Candy, Snacks industry and contains 1 media asset. It was submitted 16 minutes ago.
Credits
COMPANY CREDITS “The Warmest Welcome”
AGENCY: ISLA MÉXICO
Chief Creative Officer: Ariel Serkin, Rodrigo Grau.
Chief Strategy Officer: Mariano Serkin.
ECD: Celeste Dalairac, Julián Tachella.
Creative Director: Nicolás Trapanese, Santiago Estévez.
Chief Operations Officer: Ignacio González.
Managing Director: Victoria Clucellas.
Head of Art: Alejandro Stea.
Designer: Ignacio Abal.
Grouper PM: Karen Cortés.
Project Manager Sr.: Daniela Galindo.
Head of Planning: Itzel Elorza.
Sr. Planner: Gustavo Gallardo.
Head of Media: Suyin Barrios.
Digital Content: Alexis Jaramillo.
Head of Production: Coqui Gimenez Uriburu.
PRODUCTION COMPANY: PRIMO CONTENT MÉXICO
Director: Nico Pérez Veiga.
Managing Director: Jaime Vidal.
Executive Producer: Odille Mondragon.
Exceutive Producer Cood: Cesar Sánchez.
DoP: Pepe Gay de Liébana.
Production Designer: Pastora Orozco.
Location Manager: Antonio Tibauth & Peke Correa.
Casting: Maria José Gallardo.
1st AD: Óscar Almengor.
Line Producer: Patricio López.
Costume Design: Lorena Ledezma.
Makeup & Hair: Guillermo Pérez.
Digital Director: Poncho Villarreal.
Digital 1st AD: Maykl Saponidi.
Still Photography: Alberto Newton.
Madrid Unit:
EP: Victoria Piantini.
Producer: Ana Castellano.
Production Coordinator: David Díaz.
AD: Catalina Parra.
Art Director: Curru Garabal.
Digital Directors: Ángel y Carlota.
Digital 1st AD: Lucas Criado.
Still Photography: Rocío Aguirre.
Postproduction Coordination: Daniela Balcázar / Ellas Post.
Edit: Paula Baialardo.
Score: Papa Music.
Sound Design: Porta Studio.
Color Grading: Marc Morató.
Online: Antonio Delgado / San Pancho.
VFX: Warriors.
Ex. Producer: Adriano Costa.
Producer: André Baltrusaitis.
Conform: Bruno Ferreti.
VFX Compositors: Eduardo Costa, Diogo de Moura, Ralph Reinle, Tamiris Tertuliano.
Motion: Nilson Venancio.
VFX Supervisors: Daniel Soci, Felipe Ferrarezi
3D: Nordica VFX.
Set Supervisors: Daniel Soci (México) & Elton Felix (Madrid).
CLIENT: FLAMIN’ HOT
Responsible for Client:
CMO PepsiCo Mexico Foods: Gonzalo Muente.
Brand Director: Daniel Diaz.
Marketing Brand Manager: Mayte Rivera.
Marketing Sr. Coordinator: Daniel Pulido.
Marketing Sr. Coordinator: Nathalie Miller.
Digital Sr Supervisor: Sofía Ríos.
Advertiser’s producers: Salomón Levi, Melissa Hernández Veja, Aaron Sanmartin, Brenda Montero.
