Sports fans in Los Angeles have a reputation for being fickle, apathetic creatures who leave games early to avoid traffic and ditch teams when they stop winning.
The Los Angeles Chargers have no illusions about the loyalty (or lack of) when it comes to Angelenos, and have kicked off their first season back in the City of Angels with an Oscar-worthy rally video.
The team has partnered with Saatchi & Saatchi Los Angeles to launch its “Fight for L.A.” campaign to prove that they are going to live up to the lofty expectations of the residents of the city they originally called home back in 1960.
The video features L.A. locals from all neighborhoods saying what the expect of a team if they’re going to respect it: “What are you going to do to make us Chargers fans?” “Will you make it a place I can bring my kid to?” “What kind of music are you going to play at the games?” The latter question is still up for debate among the players …
As for the sentiment behind the promo clip, “We are committed to earning the hearts and minds of Los Angeles football fans one at a time,” A.G. Spanos, President of Business Operations for the Chargers, said in a statement. “Saatchi & Saatchi has been a talented creative partner that’s helped us better understand the market and get up to speed as we launch this historic season.”
“The ‘Fight for L.A.’ is a strategy, not just a slogan, and it speaks to our truth,” Jeffrey Pollack, Special Advisor to the Los Angeles Chargers, added.
Coming on the heels of the Rams’ move back to L.A. from St. Louis last season, the Chargers know they are newcomers. “We wanted to show the people of Los Angeles that the Chargers know that and are ready to fight for their hearts and devotion, and that they are willing to fight for LA,” Jason Schragger, Chief Creative Officer of Saatchi & Saatchi Los Angeles, explained.
The campaign will release more films over the coming days, all showcasing the Chargers speaking candidly about what it will take to build the team’s following in Los Angeles and featuring team members such as Philip Rivers, Keenan Allen, Casey Hayward, Jason Verrett, Melvin Gordon, Brandon Mebane, Hunter Henry, Jahleel Addae and Denzel Perryman.
Having moved north from San Diego earlier this year, the Chargers will kick off their return to L.A. with a pre-season game against the Seattle Seahawks at the StubHub Center in Carson, California, on Sunday.
Come 2020, the Chargers and the Rams are set to share a state-of-the-art $2.6 billion football stadium in Inglewood. The massive project adjacent to The Forum also includes a 300-acre entertainment district, a 6,000-seat performance arena and extensive office space and retail space, and is destined to host Super Bowls and Olympic Games in the decades to come.