Footballer Piqué pitches for Costa in new digital campaign

Piqué 'frozen' in a Mannequin Challenge around the ship Piqué 'frozen' in a Mannequin Challenge around the ship (Photo: Costa Cruises)

Gerard Piqué, the defender who plays for FC Barcelona and the Spanish national team, is the face in Costa Cruises' new international social media campaign.

It features a video revolving around the life aboard the ships, interpreted and experienced to the full by Piqué, who joins his partner and the star of the last two Costa publicity campaigns, Shakira.

The new effort aims to show all the wonderful things Costa ships have to offer.

'We wanted to do it in a fresh, innovative way, using the language of the social networks that will host the video, and relying on the services of an exceptional testimonial, Gerard Piqué: someone who is known around the world for his success as a footballer and for his open outlook and happy nature, which are perfectly suited to the spirit of our cruises,' said Costa's Luca Casaura, svp global & strategic marketing.

Shot on Costa Diadema, the video shows a typical day aboard as Piqué tests himself in a Mannequin Challenge involving 100 people ‘frozen’ in action in various scenes.

Piqué is the star, appearing immobile in various humorous poses, from joking with friends in main pool area, to admiring the view from one of the balcony cabins and discovering the steamy atmosphere of the Samsara Spa, where the footballer relaxes before an exclusive dinner at the Club Restaurant. And more.

The film is produced by Laiguana s.l. and created by Jaume de Laiguana, who made Costa's last two TV ads, as well as some of the most famous music videos for Shakira and other world famous singers.

The new campaign appears on all of Costa's social channels, Facebook to Twitter to Instagram, and consists of 15-second, 30-second and three-minute clips.

The full three-minute video can be viewed on, where visitors in Italy, France, Spain, Switzerland and Austria are invited to guess how many times Piqué appears. Those who give the correct answer will be entered into a draw for a Costa mini-holiday in the Mediterranean. The winner will stay in a suite and take a special excursion to Camp Nou (FC Barcelona's home stadium) during the call at Barcelona.

Posted 15 June 2017

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Anne Kalosh

Editor, Seatrade Cruise News & Senior Associate Editor Seatrade Cruise Review