The Hard Rock Cafe has launched its "Greatness Happens Here" global campaign and renewed its partnership with soccer's award-winning Lionel Messi as its brand ambassador. Messi plays for Major League Soccer's Inter Miami and captains Argentina's national team.

The twist here: The work casts Messi in the role of chef.

Created by Yes, we're Open, this new campaign is cross-media: TV, digital, outdoor, retail, web, Facebook, Instagram and. YouTube. "Greatness Happens Here" builds on the Live Greatness platform introduced by the brand in 2020 and will be launched in all Hard Rock Cafes worldwide and select hotels.

Máximo Lorenzo, managing partner at Yes, we're Open, said: "The brand faces the challenge of remaining cool and relevant, not only to its most loyal customers, but also to new consumers who are increasingly demanding and connected, representing the new generations."

The Hard Rock Cafe has venues in 74 countries. A new Hard Rock Hotel Algarve will open in Praia do Vau, Portimão portunal in the summer of 2026.

Yes, we're Open also does work for Scenic USA & Emerald Cruises.