5 min read

Topps is winning big with new José Mourinho ad

Written by
Pavlo Fedykovych
Published on
February 16, 2024
May 29, 2024

Catchphrases, charisma, and office fun. The new José Mourinho ad for Topps is a delightful watch. The American trading cards company hopes to break the Internet yet again with this promotion announcing the UEFA EURO 2024 collectables. Watch it now.


What happened: the legendary Portuguese football (otherwise known as soccer) coach has a lot of time on his hands at the moment. In January he parted ways with Italian Serie A club Roma after a rocky season dotted by uncertainty. So what better way to profit from the newly found freedom than... starring in yet another campaign for the American brand of collectables Topps.

If you haven't been living under the rock in 2023, you probably came across the "I am José Mourinho" meme on TikTok, Instagram Reels, and all other platforms where the content is spread.

The phrase has become a way to express your greatness in a simple way. Well, here's the original video for refreshing your memory:


In 2024, Mr. Mourinho is back. But this time it's the Topps office that he's managing.

José Mourinho ad
Credit: Topps

The video shows the football manager epically entering the Topps office. He notes the Champions League cup one employee is drinking from and says "Nice cup, I've got 2 of those." Then he tries to address everyone with a trademark motivational speech just to be interrupted by an overly excited employee who happens to wear an "I am José Mourinho" T-shirt.

Then the hilarious exchange follows. José Mourinho asks the guy "What is your name?" The guy says "Juan." And Mourinho proclaims, unfazed, "From now, you are the special one." Boom!

Those who know know. "The Special One" is the widely used nickname for Mourinho. In fact, it was the manager who introduced this to the world in a since-legendary Chelsea press conference:


Why we love this ad: you gotta give the credit where it's due. This José Mourinho ad is very well-made and hits all the right notes that both the hardcore fans of the manager and the newcomers will appreciate.

And can we just admit that José Mourinho could easily be an actor? His deadpan delivery and timing are ideal. And he's really charismatic in this role too. Maybe it's time to think about some Netflix deals.

Are you craving more creative advertising? Check out our list of the 6 Best Super Bowl 2024 Commercials.

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