Mr. Músculo — World Cup

For the 2026 FIFA World Cup, SC Johnson wanted to introduce their re-developed Mr. Muscle brand character to the Mexican market. What better way than an integrated campaign, anchored by an AI film capturing the zeitgeist around the event.

“La Limpia” embodies the collective hope of a nation trying to cleanse the bad luck surrounding their national team. Mr. Músculo served as a catalyst for Mexico to come together, pay homage to the cultural cleaning rituals, and break the “5th game curse” (El Quinto Partido).

The central film was buoyed by a full media rollout including bus design, limited edition bottles, influencer collaboration, and social media assets to galvanize the public and show that La Limpia was working.