Panini has revealed the star of its latest ad campaign by Dark Horses, The GOAT of Swaps, hinting at the phrase which stands for Greatest Of All Time.

While continuing to champion the iconic tagline, ‘Got Got Need’, Panini is also introducing a new superstar to the world of football: The GOAT of Swaps, a real, living, breathing goat that will be popping up in the latest campaign.

In last season’s campaign for Premier League Adrenalyn XL trading cards, Panini began anointing anyone who got all their needs and completed their collection as The GOAT of Swaps. In this latest campaign for the cards’ 23/24 season, the figurative concept has found form as a literal goat, resplendent in a phat gold chain, which hands the prestigious honour to the top collectors.

Opening on a group of school friends gathered outside of their local corner shop, the work starts by capturing the excitement that swapping and trading cards brings to Panini’s fanatic audience as they improve their squad of cards. As one young collector makes a trade to complete his set of eight rare Golden Ballers, he hears an unexpected bleat pronouncing “the Goooaaat of swaps”.

The horned star pops into view wearing a shiny gold chain and medallion inscribed with The GOAT of Swaps. After exchanging a number of knowing glances with the collector, their profound understanding established, the goat vanishes and the collector stands triumphant, adorned with the medallion that the Goat has bestowed upon him.

The campaign launched on 10th August on social and digital channels.

Adam Burns, creative director at Dark Horses, said: “To create a new character for such an iconic brand like Panini has been the dream brief. Swapping stickers outside the newsagents and on the playground got me hooked on football, so we set out to capture that pure joy of completing your collection, with a little help from our four-legged friend.”

Katie Gritt, head of Marketing – Sport at Panini, added: “There is no better way to start a Premier League season than by collecting Panini Premier League Adrenalyn XL 2024 Trading Cards and swapping with your friends to add all your favourite players to your collection. This campaign captures the thrill of those all-important swaps in a fun and relevant way. The GOAT debate has cemented itself in football culture and this campaign is the perfect way to celebrate our collectors, giving them the opportunity for GOAT of Swaps status.”