Roberto Baggio, the Italian international footballer, has been signed up to relive his infamous 1994 World Cup penalty miss in a new global TV campaign for Johnnie Walker, the world's biggest selling whisky.
The film, produced by Bartle Bogle Hegarty, fits in with the strategy of linking the UDV-owned brand with personal stories about rites of passage under the theme: 'Keep Walking.'
The new film will run in tandem with another ad featuring a Mexican cliff-diver determined to plunge from ever greater heights.
Baggio's ad focuses on his torment at failing to convert a penalty that denied the Italians being crowned as world champions - and of his walk back to the penalty area four years later to score with a crucial spot kick.
His voiceover asks: 'How many people believed I could do it? I'll never know. What matters is that I believed.'
The second ad features the true story of Raul Garcia Bravo and shows how his self-belief helped him achieve his goal of walking to the top of the 140-foot La Quebrada cliff and diving into the sea.
John O'Keeffe, the BBH executive creative director, said: 'The Johnnie Walker brand is all about personal progress and the courage and determination of Baggio and Raul Garcia Bravo exemplifies this perfectly.'
The Baggio film was directed by Dominic Murphy through Blink and written and art directed by Steve Elrick, Jason Schraager and Tony Williams from the BBH office in Singapore. The other ad was written and art directed by BBH London's Hugh Todd and Adam Scholes, and directed by Daniel Kleinman for Spectre. Media buying is being handled by Carat.