Shortly before the kick-off of the 2010 World Cup in South Africa, Major League Soccer approached us to create a campaign that would grab the attention of the international soccer fan. Despite all of the "soccer will never work here!" rumblings you’ve undoubtedly heard, our continent boasts millions of soccer fans. But the truth is, the majority of fans' loyalties are spread across nine other international leagues. So in the weeks during the World Cup, we launched a campaign that spoke to the die-hard fan. The 90 Minutes platform reinforced why people love soccer in the first place, and why they should check out an MLS game. The same international level of non-stop action that you love to watch is right here, where you are. And not just in places you could hardly pronounce. The two TV spots, as well as print and OOH executions, break down the 90 Minute tug-of-war with your emotions, patience and sanity, which is otherwise known as football, futbol or soccer.
