If you’re not a football fan, football ads can leave you cold. It’s difficult to get caught up in the enthusiasm they tend to portray as a lure – about something for which you have little enthusiasm.
For the Los Angeles Chargers, Saatchi & Saatchi has tapped into an enthusiasm everyone feels. That of their own community. In its campaign, Fight for LA, real people challenge real Chargers players to tell them why they should care about the team.
Admittedly, Saatchi was given a gift for its Fight for LA campaign. The team has returned to the city it originally called home for the 2017 NFL season.
Fight for LA features real people from different Los Angeles neighbourhoods asking questions of the team. The conversation that comes out those is very real (the self-consciousness of some of the real people notwithstanding). The answers by the Chargers are honest and sometimes fun.
The anthem spot, Fight For LA, is complemented by three short films called Earning Respect, I’ve Been Waiting for This, and Players Promise. All four are intended to remind Angelenos that the “newest team in town is ready to get down to work and win on and off the field”.
“For us, it was important to tackle head on the obvious: the Chargers are the newcomers. We wanted to show the people of Los Angeles that the Chargers know that and are ready to fight for their hearts and devotion, and that they are willing to fight for LA,” noted Jason Schragger, chief creative officer of Saatchi & Saatchi Los Angeles.
Saatchi & Saatchi’s 40 years in Los Angeles went a long way to helping the agency win the project. It also helped the agency develop the campaign that relies on local knowledge about L.A.’s unique neighbourhoods.
The campaign manifesto explains, “LA is people and places and passion and pride. Any respect given, must be earned.”
“We are committed to earning the hearts and minds of Los Angeles football fans one at a time,” explained A.G. Spanos, president of business operations for the Chargers.
“Saatchi & Saatchi has been a talented creative partner that’s helped us better understand the market and get up to speed as we launch this historic season.”
An essential component of the campaign was connecting with the Los Angeles Latino community in an authentic way. For this, the Chargers enlisted the guidance of Saatchi & Saatchi sibling, Conill, the US’ first Latino marketing agency.
The campaign launched on August 8 through the social media platforms of team members such as Keenan Allen, Casey Hayward, Jason Verrett, Melvin Gordon, Brandon Mebane, Hunter Henry, Jahleel Addae and Denzel Perryman.
“This campaign speaks to our truth,” added Jeffrey Pollack, special advisor to the Los Angeles Chargers. “The Fight for LA is much more than a slogan. It’s a strategy that reflects our total commitment to rolling up our sleeves and embracing the fact that Los Angeles is truly a city of cities.”
Ad Agency: Saatchi & Saatchi
Chief Creative Officer: Jason Schragger
Creative Director: Marc d’Avignon
Executive Director: Jeremiah Knight
Account Lead: Melissa Green
Senior Account Executive (Conill): Ruben Sierra
Group Strategic Planning Director: Evan Ferrari
Senior Communications Director: Clifton Atkinson
Associate Media Director: Helen Burdett
Director Communications Strategy (Conill): Joe Cholewinski
Production Company: Alldayeveryday
Director: Brian Bennett
Executive Producer: Oscar Thomas
Producer: Alex Needles
Client: Los Angeles Chargers
Executive Producer: Jeffrey Pollack