SPEC WORK | ART DIRECTION AD: NICK SLADE , NIKKI LEDEE CW: SHAWN ROBBINS YOUR ROAD TO THE BEAUTIFUL GAME5-HOUR ENERGY 2025

The World Cup is coming to the U.S. in 2026. Soccer fans will do anything to support their favorite national team. So much so that they are already planning road trips around the country to see as many matches as possible. Let’s position 5-hour ENERGY as the energy shot to fuel their passions.

FUEL YOUR PASSIONS

With 5 LTO shots that represent tournament giants and a fan favorite from past events, all inspired by popular, beloved flavors prominent in each country.

THE I-5HE & I-95HE TOURNAMENT NETWORKS

We’ll take advantage of many of the World Cup stadiums being along two major highways. We will adopt the I-5 on the West Coast and the I-95 along the Eastern Seaboard, renaming them for the duration of the 2026 FIFA World Cup.

PILOT x 5HE

Inspired by Buc-ee’s famous billboards, we’ll guide fans to our Pilot x 5HE rest stops. Our travel stations will be strategically placed 5 hours apart along our I-5HE networks, where they'll serve as refueling hubs for journeying fans and their cars.

LET’S HYPE IT UP

We’ll generate earned media by partnering with IShowSpeed and other soccer-loving influencers to encourage fans to document their trip with 5HE.

ARE YOU ENTERTAINED?

5HE will launch their Spotify profile with five-hour-long playlists featuring top songs from each team’s country.

STADIUM EXCLUSIVES

We’ll meet our fans with limited-edition 5HE World Cup merch and a 90-minute energy shot to rejuvenate and reward them after their journey.