The Los Angeles Chargers have partnered with Saatchi & Saatchi to bolster its “Fight for LA” platform with a locally authentic advertising campaign highlighting the team's return to the city it originally called home and pointing to the start of the 2017 NFL season.
Inspired by the commitment of the Chargers and the Spanos family to earn the respect and loyalty of Angeleno football fans, the “Fight for LA” features real people from different Los Angeles neighbourhoods asking questions of the team. A very real conversation ensues, with honest and sometimes fun responses from the Chargers.
“We are committed to earning the hearts and minds of Los Angeles football fans one at a time,” said A.G. Spanos, President of Business Operations for the Chargers. “Saatchi & Saatchi has been a talented creative partner that’s helped us better understand the market and get up to speed as we launch this historic season.”
The campaign launched on Tuesday through the social media platforms of team members such as: Keenan Allen, Casey Hayward, Jason Verrett, Melvin Gordon, Brandon Mebane, Hunter Henry, Jahleel Addae and Denzel Perryman. At launch, and over the coming days, the campaign features four films designed to showcase the Chargers speaking candidly about what it will take to build the team’s following in Los Angeles.
An anthem spot called “Fight For LA” is complemented by three short films called “Earning Respect,” “I’ve Been Waiting for This,” and “Players Promise, and all four are intended to remind Angelenos that the newest team in town is ready to get down to work and win on and off the field. Additional campaign elements, including social media videos, will be unveiled as the campaign progresses.
“We’re honoured to work with the Chargers to help the team usher in a new era of football in Los Angeles,” said Chuck Maguy, President of Saatchi & Saatchi Los Angeles. “We’re all looking forward to the new energy and excitement that the team will bring to our communities, and we’re thrilled to welcome them to LA”
“This campaign speaks to our truth,” said Jeffrey Pollack, Special Advisor to the Los Angeles Chargers. “The ‘Fight for LA’ is much more than a slogan. It’s a strategy that reflects our total commitment to rolling up our sleeves and embracing the fact that Los Angeles is truly a city of cities.”
“For us, it was important to tackle head on the obvious: the Chargers are the newcomers. We wanted to show the people of Los Angeles that the Chargers know that and are ready to fight for their hearts and devotion, and that they are willing to fight for LA,” said Jason Schragger, Chief Creative Officer of Saatchi & Saatchi Los Angeles.
Saatchi’s 40-year history in Los Angeles was a critical factor in the Chargers choosing the agency as a consultant in the team’s creative endeavours. Saatchi’s intricate understanding of what it means to be native to Los Angeles is evident in the focus and vision of the campaign.
Recognising and honouring the diverse and singular neighbourhoods that make up Los Angeles, the campaign speaks to the community and creates a bond with the players by reinforcing their commitment to its citizens. As the campaign's manifesto explains, “LA is people and places and passion and pride. Any respect given, must be earned.”
An essential component of the campaign is connecting with the important Los Angeles Latino community in an authentic way. For this, the Chargers tapped for guidance and direction the multicultural specialist shop Conill – the nation’s first Latino marketing agency and Saatchi & Saatchi sibling.
Los Angeles-based All Day Every Day served as production partner to the Chargers on the campaign.
Creative Agency: Saatchi & Saatchi LA
Chief Creative Officer: Jason Schragger
Executive Director: Jeremiah Knight
Account Management: Melissa Green
Senior Account Executive: Ruben Sierra
Group Strategy Director: Evan Ferrari
Comms Strategy Director: Clifton Atkinson
Media Planner: Helen Burdett