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Dieste & Partners here has launched its first work for Major League Soccer since landing the client’s combined general market and Hispanic accounts in January.
Three 30-second television spots have begun airing on national network and Spanish-language stations. Five other ads will be added to the rotation during the season.
Combined spending could reach $6 million, with funds generated from a mix of league and team dollars.
The commercials will also air in spot markets as the league moves away from a national branding campaign and begins focusing on localized co-op efforts in 12 cities.
“Our approach was to focus on what soccer really means to its fans–what makes it great,” said Dieste managing partner Warren Harmel.
The shop’s commercials feature game footage illustrating the showmanship of various players.
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