The world’s best player’s bodyguard now protects Mexican passion.

GAMESA® presents, together with Zurda México and production company Primo, the first campaign developed by the agency for the Emperador® brand. The idea aims to celebrate—and “protect”—Mexican passion for football.
The rollout kicked off with a stunt that quickly went viral during the Mexico vs. Ecuador match: a supposed fan ran onto the pitch, sparking surprise across the stadium when it turned out to be none other than Yassine Cheuko, the bodyguard of “the world’s best player.”
Mexican fans were quick to wonder what he was doing there.
That moment became the starting point for “The brand that protects and empowers Mexican passion,” the creative platform behind Emperador’s latest campaign—designed to ensure nothing gets in the way of fans and their love for the world’s biggest football tournament.
To bring this to life, the brand enlisted someone who quite literally knows how to defend: Yassine Cheuko. He joins former footballer Luis “El Matador” Hernández and a squad of guards who will watch over the nation’s passion with energy, humor, and a protective spirit.
The initial stunt was followed by a series of digital pieces featuring Yassine and El Matador, expanding the story and bringing the narrative into social media. Through this content, the brand is giving away Mexican National Team jerseys and World Cup tickets—strengthening its connection with fans and keeping the conversation alive.
Production was led by Primo, while the creative development is part of a broader storytelling platform that will continue to roll out over the coming months, with new content and activations leading up to June 2026, when football fever reaches its peak.
“Emperador®’s campaign celebrates one of the most powerful emotions that unites Mexicans: the love for football. In this football-filled year, the brand takes on the role of guardian of that passion—felt from the heart and enjoyed in every bite,” said Paola Ortiz, Sr. Marketing Director.
“We wanted to talk about football from a different angle. With humor, with playfulness, with that kind of immaturity passion has when it really matters. And who better than Emperador’s guards to protect what moves us,” added Denise Orman and Diego Gueler Montero, CEO, CCO & Founders of Zurda México.
This initiative is part of a broader strategy aimed at shaping how football is experienced. It will be supported by fan activations, a limited-edition flavor and packaging, special collaborations, in-store activations, partnerships with content creators, and official merchandise drops—extending the campaign far beyond the pitch.
With this campaign, Zurda México begins its work with GAMESA®, marking the start of a new partnership that showcases the agency’s creative signature: ideas driven by strategy, humor, and football culture.