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Volkswagen drives AXN’s ‘The Apprentice Asia’
MUMBAI: Volkswagen Malaysia has announced that it is the ‘Official Car‘ of AXN‘s local production, ‘The Apprentice Asia‘ premiering on 24 May at 9 pm.
Volkswagen adds that its The Apprentice Asia‘s quest to identify the best talent aligns with its core focus on its human capital efforts both in Germany and throughout the world, which have resulted in the company being recognised as a preferred employer.
In The Apprentice Asia, 12 candidates are picked from the cream of the crop across Asia. Representing seven countries across the region, they are an ambitious lot driven by their thirst for success and their common desire to work for Asia‘s aviation tycoon, Tony Fernandes. Filmed in Singapore and Kuala Lumpur, the series also stars Tony‘s advisors – Tune Hotels Group CEO Mark Lankester and Expedia Asia CEO Kathleen Tan. They play a role by being on the ground to observe each team complete their task, and their opinions influence who Tony hires at the end of the day.
Volkswagen Group Malaysia MD Zeno Kerschbaumer said, “‘The Apprentice Asia‘ gives us an opportunity to feature the character of our products for a fitting partnership that encourages competition. Our cars offer fun driving and a sense of competition through the use of technologies like TSI and DSG so, The Apprentice Asia is a right fit for the brand”.
Volkswagen has cemented the relationship by providing three of its models – Passat, Sharan and Touareg – to support and provide mobility requirements for contestants and the show‘s advisors throughout the 11 episodes.
“This partnership will also inspire and drive the show‘s contestants to give their best in quality, innovation and leadership. Much like our business, we believe that healthy competition will unearth talent and skills; and we are confident that our brand will contribute towards producing the next successful and potentially iconic entrepreneur in Asia. We are proud to extend this relationship to AXN,” he added.
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Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
