Pardon me if this subject has been discussed before, but does anyone else think that the new media blitz by MLS is a bit lame? When was the last time you hear a real soccer player use the word "collage"? And what does the slogan mean? We're already here so why are the welcoming us? I love MLS but please cut the PC crap. I get enough of that rammed down my throat elsewhere.
Not me. I think it's wonderful. What's your point? Why shouldn't he use the word "collage" if it's a good word to use? It's in the dictionary, isn't it? Why is using intelligent English to communicate considered to be wrong? What the hell kind of society is this when intelligence and articulation are perceived to be negatives? My interpretation would be that America is slowly becoming a soccer nation in its own right -- not just as a group of players, but as a nation that's interested in soccer. Are we there in that respect yet? No, but since when is having lofty goals a crime? Why not? Why should MLS ignore players who make a contribution to the league on the basis of their skin color or national origin? Do tell. I'd be very interested to know your reasoning -- for lack of a better term -- for this view.
I'm not a "real" soccer player? I've been playing "fake" soccer all my life? This comes as a suprise. Two possibilities: a) It's the New Soccer Nation, so there's a chance that you were in the Old Soccer Nation and just only arrived in the New Soccer Nation recently. b) Maybe you're not the target for this campaign, and maybe the league is trying to reach viewers who don't already watch soccer every weekend?
sorry buddy, but i think most MLS fans will agree that the ad ROCKS - yeeeah - including 'collage.' and guess what, this country still needs to get a frickin clue. yes this IS America, and yes minorities STILL have a hard time feeling welcomed (see Iranians, Iraqis, and other friends from the Middle East). and yes, you will continue to get it "rammed down your throat" because it is STILL obviously an issue for you.
My point is that it doesn't seem to me that that's how pro soccer players really are. They are much more liable to use the "F" word, especially on the pitch. I am guessing that somebody else scripted it for him. It reminds me of the GQ photo shoot of Donovan, Mastroeni, etc. before the World Cup.
The "Welcome to the new soccer nation" slogan is a clear reference to the success of the USMNT's success in the 2002 J/K World Cup. Our previous appearances in that campaign have been less than memorable and the ad is making the distinction between past failures and current, hence "new", success as a soccer nation. The words were most certainly chosen as fresh and catchy with the hope that they would excite current soccer fans, reminding us of why we watch and love the game, and potential soccer fans who would not otherwise have associated those words with some type of family or culture that they may want to be a part of. It's all about grabbing the audience. You fell victim yourself didn't you? If you think about it, whether the response was positive or negative, you had one....and you remember the ad because of it. Is it going to turn you off to soccer? Doubt it. In my mind, that makes the ad a success and personally I think it is RIGHT ON in terms of it's message. Soccer is the "new kid on the block" in america and instead of pushing our way in and trying to win over the masses with a constant barrage of 'in your face' 'hear i am' ads, we are pleasantly welcoming everyone in to "become part of the family". Enjoy!!!
On the pitch, yes. When trying to advertise their sport, no. Lots of these people are intelligent and well-spoken, and some even have interesting things to say. It's an ad, not a reality show about a soccer player.
IMHO the ad is a great piece of communication for the League and its fans. When I see it, I think: 1) We have arrived as a soccer nation. We have our League, we're competitive internationally, we've got lots of kids playing, etc. 2) America is changing and MLS and soccer is the place that best reflects this diversity and welcomes people of all kinds in to its tent. 3) Soccer is cool. There are some great goals, skills (Martino), saves, etc. 4) MLS players are good guys who can actually speak and they care about their League/sport. Communications are always going to be subjective but I really, really, like this one. I also speculate that MLS does not have a ton of $ to produce ads so I am impressed with the quality.
yeah, the commercial would have been much better if Suarez had said "This league is a group of crazy MFers from everyGDwhere" or if Lalas had said "it's one big MFing family, bitch." Look, the spot is absolute class, as it shows alot of guys who work their asses off to devote themselves to a cause, as opposed to being worried about $100 mill. contracts and run ins with the law.
I think the commericials are a great way to advertise the league. However, my complaint is the fact that whenever I'm watching a MLS game it seems like I see the same exact commerical 10 times or more. My friend and I have lost track of how many times we've seen Martino juggling the ball while on the ground, etc. Its not a bad commerical. I just wish there was some variety. But, overall, I think its a good thing for the league.
I think everyone else has pretty well covered it with their responses, but I would like to point out that I noticed that you excised the second paragraph of that particular blurb in responding to it. I also notice you ducked my last question. That's all.
I think there have been some brilliant responses to this thread. I have no qualms (I hope that's not too big a word, Turk) with the vocab the players use. I like that they sound intelligent. Without casting aspersions on other sports, it's kind of refreshing to have articulate, likable athletes. And that brings me to my problem with this commercial - it preachecs to the frikkin' choir! I watch a lot of footy on TV and I watch a lot of other sports too, just ask my wife. But the only time I ever see the Soccer Nation ads is DURING MLS GAMES. Well, golly, that's great to see and all, but obviously you've already got me, and the other folks watching, on board. How 'bout showing these ads during the NBA playoffs, the Stanley Cup finals, the College World Series, the Triple Crown, the NFL Draft, NASCAR, Major League Baseball games or even on SportsCenter or non-sports games. That's the audience the league is looking to convert and that is whom the likes of Martino and Suarez and Beasley and Donovan can really appeal to. They're smart, good-looking, nice well-spoken guys. In an era where the public is put-off by spoiled, surly and seemingly ig'nant ath-a-letes, MLS players (save for Hristo) are the opposite and the ads showcase this. Their the league's best endorsement and the ad campaign is well done. Why not use it to preach to more than the already converted?
That's what I was wondering too, and it would be nice to see MLS promos during other sports. But my guess is that there are two answers: a) Other sports are too damn expensive to advertise in. With what the league would have to pay to buy one 30-second spot during the NBA Finals, MLS could buy a whole season's worth of ads to run during soccer games. (of course, local spot buys aren't that expensive, so I guess this isn't a good excuse) b) They're targeting viewers who are already somewhat interested. Rather than throw money at viewers who may never be interested in soccer, the league is targeting viewers who have made the first step of tuning into a match. The campaign is an effort to keep the viewers coming back to MLS, and for fans of USNT to try out MLS. The ads also maintains the league's branding for viewers who are already MLS fans, the same way auto manufacturers often target owners to maintain customer satisfaction and prevent buyer's remorse. (a) isn't really a proper explanation, but it might be the reality. (b) makes more sense, if it's not quite as ambitious as we like. But baby steps, baby steps. BTW, does anyone know which ad agency handles the "New Soccer Nation" campaign, or if it was done in-house?
The last question is why shouldn't he use the word "collage". I happen to not like it because it sounds affected, scripted, and unauthentic to me. I can imagine teachers, museum directors, or artists using it but not pro soccer players.
So now somebody is whining because soccer players didn't used the F word in a tv ad? No wonder people make fun of us soccer fans.
I'm whining because soccer players should talk like soccer players. If they don't use the F word that's OK with me.
Yeah! Because we all know that the best way to win over a skeptical public is by sounding like a foreigner to them.