Rockstar ‘fuels what’s next’ for Euphoria’s Angus Cloud
Now under PepsiCo ownership, Rockstar Energy has released a spot starring breakout actor Angus Cloud as part of its revamped brand story.
Angus Cloud has been enlisted to rally Rockstar Energy fans to ‘fuel’ their passions, whatever those might be.
Following his acting debut on the hit HBO show Euphoria, Cloud cameos in Rockstar Energy’s latest ad, ‘Fuel what’s next.’ The 90-second spot opens with Cloud on the set of a sci-fi movie, where his co-star asks him, “What’s next?” The question prompts a montage of Cloud DJing at a club, watching friends skate and becoming an avatar in a video game. One thing remains constant: Cloud’s busy life wouldn’t be possible without Rockstar Energy, which he buys at a store – before ending his day making donuts in a branded racecar.
According to the brand, the spot hints at several different IRL activations soon to come.
The Rockstar-Cloud collaboration kicked off in October at the Formula Drift Finals, where three-time Formula Drift World Champion Frederic Aasbo gave the actor a lesson in extreme driving. “This has been a dope journey with Rockstar Energy Drink so far. I’ve gotten to do things with them that I never thought possible ... sharing my passions, some I’ve had since I was a kid, and bringing them to life – it’s been like a dream,” Cloud said in a statement. “What I learned is that anything is possible, you feel me? I’m excited for everyone to see what’s to come and how to get involved. This is just the beginning, y’all.”
Since PepsiCo acquired Rockstar Energy for $4bn in 2020, the brand has undergone a “reset” and “continued evolution,” says Fabiola Torres, chief marketing officer of PepsiCo Energy. Last year, the brand introduced ‘Hustle on,’ a creative platform that includes activations in music, sports and gaming.
“Our consumers have an ability to multitask as well as a hustle mentality,” says Torres. “Rockstar has given them that boost and support.”
The campaign was developed by creative agency Goodby Silverstein & Partners and directed by the French director Romain Chassaing. The long and short versions of the ad will run nationwide through Q4 across multiple platforms, including cable TV, streaming, digital and social. The campaign will also appear on select billboards in New York City, Los Angeles, Atlanta and Miami.
Later this month, fans can expect an in-store activation at ComplexCon in Long Beach, with even more undisclosed events to come in December and in 2023.