The tone for the MLS’s soon-to-start 2018 season is being set in the opening lines of their most recent promotional ad, “Our soccer is our stage, where our voice is loud in every language, our city represents our squad, our hustle has no equal”. Orated by the Atlanta based rapper, 2 Chainz, MLS’ new and is “looking to celebrate North American soccer culture and diversity, and bring it to life in an authentic way” said Trevor Eld, the chief creative officer of Ad Agency Cornerstone and The Fader.
In a season that will coincide with the World Cup, MLS is going to have a unique opportunity to target and energize American soccer supporters as the U.S. National Team will not be participating in Russia this year. The target market for this audience is all encapsulating, the ad, titled “Our Soccer” does well to market aspects of the league that appeal to all demographics. In addition to teams like the New York Red Bulls, Toronto FC, and newly knighted LAFC, the ad draws on rapper 2 Chainz to help energize fans, and energized they are! One week after going live “Our Soccer” has garnered 1.5 million views on YouTube. This is due in part to 2 Chainz social media presence which has a following of 4.17 million on Twitter and 4.3 million on Instagram.
If this new ad is a preview of what’s to come this season, then one should have reason to be excited. As SoccerBible notes, “It’s all club pride over national noise”, this season. With soccer finally finding traction in the United States, Major League Soccer appears ready to embrace this role! MLS kicks off Saturday, March 3rd, with the reigning MLS Cup champions, Toronto FC, taking on the Columbus Crew at 3:00 pm eastern.
Categories: Digital Content, Major League Soccer, YouTube