Major League Soccer is highlighting the intersection of sports, culture and entertainment in creative that debuts just before the league’s 24th season opener on March 2.
The effort originally was set to feature rapper Sheck West until news broke that the musician is being accused of physical abuse by actress and singer Justine Sky. The League pulled that spot before it aired.
“Our Soccer” includes multi-platinum Latin superstar Prince Royce and Grammy-nominated producer and DJ Tokimonsta.
The campaign captures the unique multicultural environment and attitude that defines Major League Soccer, said David Bruce, MLS vice president/brand and integrated marketing.
“It celebrates the MLS supporters’ culture, embodies our inclusive soccer community, and illustrates how we are confidently creating our version of the global game right here in North America,” Bruce tells Marketing Daily.
The new spot was produced in English, Spanish, French-Canadian (for MLS’ fans in Quebec) and Spanglish, all reflective of MLS’ multicultural fan base. The campaign will run on MLS partner networks including ESPN, FOX Sports, Univision, TSN and TVA Sports, and across international broadcast partner platforms, as well as the league’s own digital channels.
The campaign was produced by Cornerstone and The Fader, MLS’ creative agency of record. Spots were directed by filmmaker Clayton Vomero.
The “Our Sound” spot, voiced by Prince Royce, features him wearing Inter Miami CF gear, the MLS expansion club co-owned by cultural icon David Beckham, while at a party watching a soccer game alongside Grammy-nominated producer and DJ Tokimonsta. Tokimonsta, representing her hometown, is featured wearing a Los Angeles Football Club jersey.
The “Our Soccer” brand campaign debuted in 2018 with a spot featuring Atlanta-based rapper and Atlanta United fan 2 Chainz. During the 2018 World Cup, MLS released a second spot featuring singer, songwriter, producer, and LA Galaxy fan Miguel.
MLS wrapped up its most successful season in 2018 with record-breaking attendance, a new expansion team debut in Los Angeles, new soccer stadiums in LA and Washington D.C and further increases in social and digital engagement.