How do you get football fans excited about futbol? That's the challenge facing the United Soccer League, which has targeted Birmingham, Ala., for a league expansion.
This video created out of Birmingham agency BIG specifically to speak to the locals might make you wish you could be in the "Magic City" to cheer on its pro soccer team when it kicks off in March 2019. The ad combines moody, cinematic shots of young players in action with a swelling choral soundtrack and a gritty voiceover that comes off like spoken word poetry. It culminates in a call to fandom:
Give us hussle and flow.
Give us the world's game
on our stage
in our city.
Give us a different kind of football to live for.
Give us ...
BIG has been working with the USL and Birmingham FC on the team's rollout, including not only this video, but brand identity, social media strategy and a comprehensive PR campaign to build excitement for the franchise.