“Hearts will be broken and heroes will be made,” opines a voiceover in the pilot of MLS Pictures, a half-hour Adidas-sponsored TV show created by TBWA\Chiat\Day in San Francisco as part of the 180\TBWA alliance, which holds the Adidas account. Two episodes have been created and are running on the Fox Soccer Channel this month. The pilot charts two Major League Soccer games, and the second delves more into soccer players’ stories. The point of the show, which is anticipated to air weekly beginning in late spring during the next Major League Soccer season, is to create a buzz in the U.S. about the sport itself rather than specific Adidas products. “The sport itself needs to catch fire, so we wanted to propagate the culture of the sport in ways that were more organic than just advertising,” says executive creative director Chuck McBride. Josh Taft and James Weitz of HSI co-directed.
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