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."
— Tity Boi (2 Chainz) (@2chainz) February 21, 2018
“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."