At the height of the buzz around the 2026 World Cup, the tanning center Solarium by Sofía found an unconventional way to grab attention: presenting several content creators as if they were selectable soccer players from a FIFA- or PES-style video game.
The video features representatives from Mexico, Argentina, Brazil, Colombia, Paraguay, Portugal, Spain, and Uruguay, each with a profile inspired by the popular soccer games. Among them are names like Kim Shantal, Michelle Landó, Valeria Salinas, Keren Canelón, Melanie Icardi, Tefy Lebrero, Yes Canales, and Nai Rodríguez.
The campaign quickly racked up views and comments, but it also sparked a debate. While some users applauded the creativity of the idea and highlighted the beauty of the participants, others questioned whether it really was an appropriate strategy to promote a solarium.
“What was the need to do this?”, wrote one user. Others were more direct, asking whether it was a marketing campaign or content for subscription platforms.
The truth is that, for better or worse, the strategy achieved exactly what it was aiming for: getting everyone to talk about it.
Here is the video: