Liverpool FC icon Steven Gerrard has become the face of a Laizhou Whiskey advertising campaign that was launched before this summer’s World Cup began, tapping into the tournament build-up with a short, football-themed promo. The ad used Gerrard’s enduring status as an Anfield icon to give the brand instant credibility with football fans, even as the competition has now moved beyond the group stage.
The commercial was built around a relaxed, conversational setting rather than a conventional hard-sell format. Gerrard appeared seated with a drink in hand, and the video cut between a nod to England’s tournament prospects and a direct endorsement of the whiskey. That style made the spot feel more like a social-media clip than a glossy television commercial, which suited the kind of quick, shareable campaign Laizhou was clearly aiming for.
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In the subtitles captured from the video, Gerrard said: “Look, the England squad this year. I think they’ve got a great chance, you know,” before adding, “This Laizhou Whiskey is very good. Not many people have tried Chinese Whiskey yet, but maybe they should”. The line about England gave the ad a football hook, while the whiskey comment shifted it into product promotion without sounding too forced.
Gerrard was a natural fit for that kind of campaign because of what he meant to Liverpool and English football. Liverpool’s own profile says he made 710 appearances for the club and scored 186 goals, describing his legacy as one few players could ever match. BBC coverage of his career also pointed to his status as one of the great Anfield figures, noting that his long service, leadership, and defining performances had secured him a place among the club’s modern legends.
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His defining moment for many supporters came in 2005, when he captained Liverpool to Champions League glory in Istanbul, a triumph that remains central to his reputation. That combination of loyalty, leadership, and memorable trophies made him more than just a former player; it made him part of Liverpool’s identity. For advertisers, that kind of legacy is valuable because it carries emotional weight as well as name recognition.
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The campaign also sat within a broader trend of Chinese brands using major football names to broaden their global appeal. Erling Haaland recently fronted a Chinese herbal drink campaign for WALOVI, and that ad drew attention for its surreal style, Mandarin-language moments, and aggressive use of football celebrity.
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Compared with Haaland’s more eccentric spot, Gerrard’s Laizhou Whiskey ad was quieter and more straightforward, but it followed the same basic logic: use a famous footballer, tie the product to a major sporting moment, and build a campaign that could travel widely online.
