A new Fight for LA advertising campaign highlights the Chargers' return to the city it originally called home and points to the start of the 2017 NFL season.
Inspired by the commitment of the Chargers and the Spanos family – the owners of the Chargers – to earn the respect and loyalty of Angeleno football fans, the campaign features real people from different Los Angeles neighborhoods stating that they expect the team to work hard for their fandom. A back-and-forth conversation ensues, with honest responses from the Chargers, including quarterback Philip Rivers, running back Melvin Gordon and Chargers’ Hall of Famer LaDainian Tomlinson.
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.
Ad Agency: Saatchi & Saatchi
Chief Creative Officer: Jason Schragger
Creative Director: Marc d’Avignon
Executive Director: Jeremiah Knight
Account Lead: Melissa Green
Senior Account Executive – Conill: Ruben Sierra
Group Strategic Planning Director: Evan Ferrari
Senior Communications Director: Clifton Atkinson
Associate Media Director: Helen Burdett
Director Communications Strategy – Conill: Joe Cholewinski
Production Company: Alldayeveryday
Director: Brian Bennett
Executive Producer: Oscar Thomas
Producer: Alex Needles
Client: Los Angeles Chargers
Executive Producer: Jeffrey Pollack