Casillero del Diablo is leaning in the popularity of Manchester United star Zlatan Ibrahimovic for its latest ad which shows the striker adding to his tattoo collection and labels him 'another legendary devil'.
Beyond his achievements on the pitch and his outspoken and witty personality off it, the 6 ft 4 inch Swedish footballer is renowned for his vast collection of tattoos over his body.
It's this aspect of Zlatan which the Chilean wine brand has focused in its latest marketing activation with the club. The 40-second ad shows the towering star enter a tattoo studio where he gets two new designs, the red devil emblem of the club and that of the brand.
The spot also features some of Zlatan's current teammates including Michael Carrick, Antonio Valencia and David De Gea as well as club legends Sir Bobby Charlton and Andy Cole.
The ad alludes to the cult-like status which the 35 year-old has garnered since arriving at the club last year and builds on Casillero del Diablo portfolio of ads with the United's players including Wayne Rooney. Aside from his own sports brand and health drinks company Zlatan's only other appearances in ads has been for Swedish car company Volvo.
Casillero del Diablo has been the official wine partner of the Premier League club since 2010 and last year renewed its partnership until 2019 in a deal which gives it the right to use the image of the team’s players, display the brand on digital panels in the Old Trafford stadium, make its wine available in certain areas of the stadium.