2 Chainz Hypes Major League Soccer in Debut Campaign From The Fader’s In-House Agency

The league returns on March 3

He's a big fan. Major League Soccer
Headshot of Patrick Coffee

In case you weren’t aware, Major League Soccer, America’s fifth major sport, returns on March 3. More importantly, 2 Chainz will be there.

In the new broadcast spot “Our Soccer” airing in the U.S. and Canada, the rapper cheers on his local team, Atlanta United FC. The work, which also stars Toronto FC and U.S. national star Jozy Altidore, compares soccer fandom to membership in a local club.

This is the league’s first campaign from its new agency of record, Cornerstone, the in-house marketing arm of hip-hop-focused publication The Fader.

“‘Our Soccer’ is about the culture of North American soccer that draws fans and players to MLS,” said Trevor Eld, chief creative officer of Cornerstone and The Fader. “This is the most diverse, progressive league in North America. We went inside the culture to discover these amazing qualities and bring them to life in an authentic way.”

MLS vp of brand and marketing David Bruce called the spot “an encapsulation of what makes MLS unique and distinct,” citing his team’s effort to celebrate “the many local club rituals and traditions that define the MLS experience across the U.S. and Canada.”

Clayton Vomero of acclaimed production company Somesuch directed the ad, which will run on MLS partner networks including ESPN, FOX Sports, Univision, TSN and TVA Sports as well as on the league’s own digital channels.

While Cornerstone still flies under the radar in some respects, it is older than The Fader. Founded in 1996 by former Arista Records executive Rob Stone, the agency has worked with clients like Bushmills, Converse, Sonos and Budweiser.

Last summer, former R/GA creative Eld joined Cornerstone as its first chief creative officer amid a broader expansion.


Client: Major League Soccer
Agency: Cornerstone
Campaign: “Our Soccer”

Co-CEO: Jon Cohen
Chief Creative Officer: Trevor Eld
Executive Creative Director: Steve Caputo
Creative Director: LP Riel
Senior Copywriter: Jill Menor
Senior Art Director: Courtney Kuhlman
Sr. VP, Marketing: Patrick Schmidt
Executive Producer: Artesia Balthrop
Account Director: Arturo Garcia
VP, Strategy: Grace Gordon

Production: Somesuch
Director: Clayton Vomero
Director of Photography: Albert Salas
Head of Content and Entertainment: Sarah Pearson
Producer: Tarquin Glass

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.