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Major League Soccer (MLS): MLS | Our Soccer by Cornerstone

Date: Feb 2018
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Creative agency Cornerstone launched a new brand campaign for Major League Soccer, featuring a national TV spot starring Grammy-nominated rapper 2 Chainz. The 360 campaign, Cornerstone says, “will tell the story of the U.S. and Canada’s most ascendant, progressive and diverse sports league.”

Atlanta rapper (and fan of local team Atlanta United) 2 Chainz narrates this brand anthem, which features MLS Cup champion and most valuable player Jozy Altidore. He says in the dynamic :30 second spot that cuts from scenes of various cities, stadiums, and communities of soccer fans, “ 2 Chainz, an Atlanta United supporter, gives the spot its voice: “Our soccer is our stage. Our voice is loud in every language. Our city represents our squad. Our hustle has no equal. You see it. The sound. The fury."

“Can’t stop. Won’t stop. Our Soccer,” is how he ends the campaign, which takes on a tone, according to Cornerstone, of "big, bold, authentic and expressive." Trevor Eld,chief creative officer at Cornerstone and The Fader adds, "Soccer is a sport that belongs to everyone. MLS is a brand that is open to everyone. We'll use that platform to tell deep stories about the fans, players and cities that make MLS unique."