Actor Angus Cloud is
what’s next for PepsiCo energy drink brand Rockstar.
Best known for his role of school dropout and drug dealer Fezco in the HBO series “Euphoria,” Cloud will be front and
center in Rockstar’s goal of connecting with consumers who are passionate about a broad range of experiences.
A campaign titled “Fuel What’s Next” launched today with a
spot from Goodby Silverstein & Partners that provides a glimpse of Cloud’s passion points that include motorsports, fashion, art, skateboarding and gaming.
It’s a departure
from recent Rockstar advertising featuring brand ambassadors in motorsports, including long-form videos in a series titled “Controlled
Chaos” centered on a series of events called Formula Drift.
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As the new commercial opens, Cloud is on set in full actor mode in a crashed
rocket ship. When the scene is completed, his co-pilot asks him what’s next.
Cloud is then seen engaging in a variety of sports and other experiences before ending up in a store
for a can of Rockstar.
The brand chose Cloud because of his authenticity and his multiplicity of interests beyond acting, according to JP Bittencourt, vice president of marketing for
PepsiCo’s energy portfolio.
“The stars really did align for us in terms of what he’s interested in and what our consumers and brand are interested in from a passion
standpoint,” Bittencourt tells Marketing Daily.
“The message of the spot is if you kind of put aside your limits and blinders and lean into what’s possible, anything
can happen.”
Going beyond motorsports represents “a much more multifaceted approach to the brand.”
In addition to out-of-home advertising placements, the campaign
will include multiple activations beginning with a presence at this year’s ComplexCon festival in Long Beach, California.