Our goal was to create a one-of-a-kind activation by seamlessly integrating elements from Bad Boys for Life into the campaign. We took inspiration from one of the key scenes in the movie, where the new Bad Boys struggle to sing the iconic Bad Boys theme song, much to the dismay of Will Smith and Martin Lawrence, who insist it takes years of practice to perform it convincingly. We recreated this moment—but with a football twist. David Alaba and Kingsley Coman stepped into the scene, attempting to sing the Bad Boys song, only to be immediately interrupted by Smith and Lawrence. But instead of backing down, the Bayern stars flipped the script—challenging Will and Martin to sing “Stern des Südens,” the legendary Bayern Munich anthem. The result? A hilarious, must-see moment that resonated with both football and film fans.

To maximize reach, we launched the cinematic piece across the social media channels of the players, instantly sparking massive engagement. The campaign took off globally, going viral within hours. During the shoot, we also captured an exclusive FaceTime moment with David Alaba, who couldn’t be on set, joined by Serge Gnabry. This behind-the-scenes clip became an instant hit on social media, adding another layer of authenticity and virality to the campaign. To further amplify the campaign, we sent Kingsley Coman to the official German premiere in Berlin, where he joined Will Smith and Martin Lawrence on the red carpet. Coman posed with the stars, greeted fans, and further solidified the connection between football, entertainment, and pop culture.