Los Angeles Chargers: Fight for LA by Saatchi & Saatchi

Date: Aug 2017
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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

Cobra Golf: King 8 by Legwork

Added 20 July 2018
Agency: Legwork
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