True Colors: MLS Launching Bilingual Campaign For ’06 Season

MLS on Saturday will debut its ’06 marketing campaign tagged “Embrace the Colors” during ABC’s season-opening telecast of Fire-FC Dallas. A sneak preview of the campaign is available beginning today at www.MLSnet.com. The campaign was created by MLS in conjunction with Transition Productions and Tupelo-Honey Productions. Transition’s Kevin Harrison and Kemp Curly, the team behind the snowboarding documentary “First Descent,” produced and directed the TV spots for the campaign, which features both English- and Spanish-language components on multiple platforms. MLS stadiums will feature “Embrace the Colors” field boards in both English and Spanish. Additional plans include print, out-of-home, radio, Internet and grassroots elements, all in both languages. The first TV spot features Galaxy F Landon Donovan and Rapids MF Pablo Mastroeni, while future ads will include Chivas USA MF Juan Francisco Palencia, FC Dallas F Carlos Ruiz and Revolution F Taylor Twellman (MLS).