MLS Debuts New TV Ads In Advance Of Broader Summer Campaign

MLS this week has quietly debuted its first TV work from ad shop Sid Lee, Montreal. The initial TV creative features tune-in spots for telecasts of some upcoming club rivalries that will play over the next two weekends: Portland Timbers-Seattle FC Sounders; L.A. Galaxy-Vancover White Caps FC; and Galaxy-San Jose Earthquakes as the "California Clasico." Other than asset media and spot TV buys on ESPN and TSN, the campaign includes digital, social and grass-roots creative, including bar cards and posters. "There is a broader, more concerted brand campaign coming later this summer," said MLS acting CMO Howard Handler. "But we figured we would start with our revved-up base of core believers and move eventually to our broader millennial target. As a league, you probably can never communicate enough about when your broadcasts are on." Sid Lee, Montreal was named MLS’ ad agency of record earlier this year. The agency also handles advertising for MLS master apparel licensee Adidas and the MLS Montreal Impact.