Los Angeles went from zero football teams to two in the last couple of years, and now the Rams and the Chargers are in-town rivals trying to grab the biggest and most loyal fan base. But a new campaign for the Los Angeles Chargers from Saatchi & Saatchi shows that the ‘Fight for LA’ won’t be won just by the team being there.
The advertising campaign highlights the team's 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 and asking questions, like “What are you going to do to make us Charger fans?” 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.
“We are committed to earning the hearts and minds of Los Angeles football fans one at a time,” said AG 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 debuted 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. It 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: ‘Earning Respect,’ ‘I’ve Been Waiting for This,’ and ‘Players Promise’. 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 honored 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.”
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 endeavors. Saatchi’s intricate understanding of what it means to be native to Los Angeles is evident in the focus and vision of the campaign.
“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.
The campaign recognizes and honors the diverse and singular neighborhoods that make up Los Angeles, and it speaks to the community and creates a bond with the players by reinforcing their commitment to its citizens. The campaign's manifesto explains: “LA is people and places and passion and pride. Any respect given, must be earned.”
Connecting with the Los Angeles Latino community in an authentic way was important, so the Chargers tapped multicultural specialist shop Conill – the nation’s first Latino marketing agency and Saatchi & Saatchi sibling – for guidance and direction.
Los Angeles-based All Day Every Day served as production partner to the Chargers on the campaign.