Apple - Public Displays of Encouragement
Apple wanted TBWA\Media Arts Lab to generate significant buzz and awareness for Ted Lasso and Apple TV+. The challenge was to create a campaign that would leverage a major cultural moment - the USMNT heading to the biggest soccer tournament - to spark nationwide social media conversation and earned media, ultimately driving viewership and subscriptions for the Emmy-winning series.
Creative Idea
Apple displayed giant, personalized Ted Lasso letters in USMNT players' hometowns.
Apple created personalized, giant-sized motivational letters from the Ted Lasso character, placed in the hometowns of every U.S. Men's National Soccer Team player, designed to spark social media engagement and promote the Apple TV+ series. The campaign cleverly used the show's fictional character's encouraging spirit to generate nationwide buzz and awareness for both the TV show and the streaming service.
Creative Strategy Deconstructed
Company
Apple TV+ owned the unique intellectual property of Ted Lasso, a character synonymous with relentless optimism and the power of 'belief.' This allowed the brand to offer more than just a sponsorship; it could provide a distinct, heartwarming voice to a high-stakes athletic event.
Category
Traditional entertainment marketing relies on trailers, digital ads, and standard celebrity endorsements. Most sports-related activations are high-energy and slick, often lacking the personal, grassroots connection that makes hometown fans feel seen.
Customer
Fans and hometown communities wanted a way to celebrate their local heroes on a national stage. They craved an emotional, human connection to the USMNT that mirrored the underdog spirit and wholesome encouragement found in the Ted Lasso series.
Culture
The World Cup is a peak moment of national unity and hometown pride. By tapping into the 'wholesome' content trend and the cultural desire for sincerity over cynicism, the campaign resonated as a genuine gesture of support rather than a corporate stunt.
Company
Apple TV+ owned the unique intellectual property of Ted Lasso, a character synonymous with relentless optimism and the power of 'belief.' This allowed the brand to offer more than just a sponsorship; it could provide a distinct, heartwarming voice to a high-stakes athletic event.
Category
Traditional entertainment marketing relies on trailers, digital ads, and standard celebrity endorsements. Most sports-related activations are high-energy and slick, often lacking the personal, grassroots connection that makes hometown fans feel seen.
Strategy:
Infuse real-world sports milestones with Ted Lasso’s fictional optimism to turn hometown pride into a national conversation.
Customer
Fans and hometown communities wanted a way to celebrate their local heroes on a national stage. They craved an emotional, human connection to the USMNT that mirrored the underdog spirit and wholesome encouragement found in the Ted Lasso series.
Culture
The World Cup is a peak moment of national unity and hometown pride. By tapping into the 'wholesome' content trend and the cultural desire for sincerity over cynicism, the campaign resonated as a genuine gesture of support rather than a corporate stunt.
Strategy:
Infuse real-world sports milestones with Ted Lasso’s fictional optimism to turn hometown pride into a national conversation.
Strategy Technique
Hijack a Moment
Apple leveraged the major cultural moment of the USMNT heading to the biggest soccer tournament. This timely intervention generated nationwide social media conversation and earned media.
Explore Technique
Creative Technique
Turn Message into Product
The campaign transformed Ted Lasso's encouraging message into tangible, giant letters. These physical "products" were strategically placed to generate widespread social media buzz and earned media.
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