Following Super Bowl LIX, Lionel Messi starred in a notable Apple TV ad showcasing Major League Soccer. The 30-second spot featured Messi juggling an American football before volleying it through goalposts, emphasizing the slogan "When football ends, futbol begins." This ad marked a shift in MLS's advertising strategy, away from appeals to national duty and towards leveraging Messi's star power to engage viewers. Its simplicity and focus on Messi's skills resonated positively with fans, suggesting a more effective marketing direction for MLS.
The ad is notable for its simplicity, moving away from overt persuasion and instead showcasing Messi’s skills, inviting viewers to discover MLS themselves.
MLS and Apple TV's ad campaign has shifted from appealing to duty to presenting the league’s star power through Messi, encouraging viewers to engage authentically.
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