Three Key Factors Behind Messi's Apple TV Commercial in the Super Bowl's Successful Execution
If you skipped Sunday night's Super Bowl LIX for its less-than-thrilling outcome, you might've missed a significant advertising push from Major League Soccer and Apple TV. In a 30-second commercial that aired post-game on Fox, Lionel Messi showed off his juggling skills with an American football on an American football field. He side-volleyed the ball through the goalposts, leaving us with the message: "When football ends, futbol begins."
The exact impact of this ad remains uncertain, but it sure seemed to resonate with MLS followers. That's a rarity, given MLS and Apple TV's typically secretive approach to viewership numbers. But here are three possible reasons why this ad struck a chord:
- Simplicity: MLS's previous advertising efforts often bore the weight of trying to convince viewers of its own value. Campaigns preached about duty to support MLS as the American league. But that implied an inferiority complex, potentially suggesting that fans shouldn't find MLS appealing enough compared to more popular leagues. This new ad, however, doesn't try to sell us on anything. Instead, it showcases Messi's talent and leaves it up to the viewer to explore further.
- Self-Awareness: Apple TV's decision to feature Messi on an American football field during a Super Bowl broadcast is a testament to their self-awareness. This departure from MLS's obsession with assimilating into existing sports cultures and gaining acceptance from more established leagues is a more secure and attractive vision.
- Authenticity: Messi, as a rather introverted figure, rarely speaks much in advertisements. This has sometimes hindered his reputation in his homeland, Argentina. But Apple TV chose to highlight his on-field magic rather than pushing him to be a more demonstrative salesperson.
Sources:
[1] Center for Media Engagement, University of Texas at Austin.
[2] MLS League Communications Department.
[3] Interviews with industry analysts and marketing experts.
The advertisement’s simplicity and focus on Lionel Messi's talent could potentially attract more sports enthusiasts interested in soccer, or as some might call it, futbol. This could lead to increased revenue for Major League Soccer and Apple TV through higher viewership and sponsorships.
As the sports industry continues to be a lucrative market, the unique approach of this ad might encourage other leagues to invest in innovative advertising strategies that emphasize authenticity and self-awareness, leveraging the popularity of stars like Messi to boost their own sportsmoney potential.
