YOUR ROAD TO THE BEAUTIFUL GAME

SPEC WORK | ART DIRECTION

5-HOUR ENERGY 2025

AD: NICK SLADE, NIKKI LEDEE CW: SHAWN ROBBINS

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.

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.

Fuel Your Passions

Five bottles of 5-hour Energy drink on a podium in a stadium with bright lights and green grass.

The I-5HE and 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.

Map of the western United States showing locations of 5HE gas stations, stadiums, and an Audi dealership. Key sites include Auzen Stadium in Oregon, SoFi Stadium in Los Angeles, and Audi Field in Washington, with markers for gas stations in Oregon, California, and Washington.

A street sign in California with a highway shield for California State Route 5 heading south, and an arrow pointing upward, set against a blue sky with a few clouds.

Map showing a route across several U.S. states with images of stadiums and gas stations, marked at various points. The route passes through Miami, Atlanta, North Carolina, New York, Boston, and stops at gas stations along the way. Interstate 95 (95HE) shield in Florida is also visible.

OOH + 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.