To mark its partnership with Lionel Messi, we helped Budweiser refute critcism the player has recieved over the years.

Titled "They Say", the global campaign video illustrates some of the negative things "they" have said about Messi over the course of his career, from early talk of him being too small, and rumors that "moving to Spain at 13 would break him" to recent allegations that "his heart's not in it" and "he's stopped loving the city." Messi responds with what he has to say to that, booting a ball into a goal, illustrating that Messi knows how to "Be a King".