NEW YORK How excited is XanGo, the energy drink maker, to be sponsoring Real Salt Lake, the soccer team based in Utah, for the next four years?
So excited that a new spot from independent Struck shows XanGo's employees re-enacting exciting moments from the pitch. The catch is that they all happen at the company's office during the middle of the workday.
Employees play soccer in the hall and use the elevator, containing unsuspecting passengers, as the goal. A scene in the lunchroom has a nearly naked male streaking through while carrying a Real Salt flag. He's tackled hard by security. Finally, enthusiastic young men engage in the traditional celebration of pouring champagne over each other. Instead of sports jerseys and shorts, they wear business shirts, khakis and sensible shoes and use XanGo in place of the bubbly.
"We wanted to create a spot that accurately portrays XanGo's soccer fanaticism," said Matt Anderson, senior manger of creative at the company.
The spot will begin airing on May 19 and will run through the end of the Major League Soccer season in mid-November. It will be seen on Fox Soccer Channel, HD Net and the Salt Lake City NBC affiliate.
A series of billboards are already up in Salt Lake. There is also a blog, xangosoccer.com.
The spot was shot at XanGo's headquarters in Lehi, Utah, and includes actual employees. "The streaker actually got creamed by our security guard," said Anderson.
While XanGo is excited, the team has been struggling. In its first six games, Real Salt Lake has lost twice and tied four times.
But the season is long and a professional soccer team is something the city can call its own, said Steve Driggs, ecd of Struck, which is located in Salt Lake City. That municipality "isn't vying for a baseball or football team and it is growing fast. Soccer is the thing the city is moving towards," he said.
"XanGo is sponsoring something they're passionate about, and if you're a fan it connects and is a lot of fun," said Driggs.