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LOS ANGELES – A house party in the Hollywood Hills. A lava lamp sits atop a bar as loud disco music pulses. Supermodels mingle with sports stars, and a big screen TV shows Major League Soccer on ESPN.
That’s the setting for a series of new TV spots promoting MLS programming on ESPN and ESPN2.
The goal of the campaign, from ESPN roster shop Ground Zero in Santa Monica, Calif., is to define Thursday and Friday nights as MLS party nights to the young male target audience, according to agency creative partner Court Crandall.
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