Apple TV just released a visually striking ad to promote the upcoming MLS Season Pass, featuring the footballing icon Lionel Messi in pink, which is the signature color of his new team Inter Miami.
The surreal ad, titled "You've Never Seen MLS Like This," aims to generate excitement for the 2024 Major League Soccer (MLS) season kicking off on February 21.
The ad uses unusual imagery and a dreamlike sequence to pump up the excitement for Apple TV’s MLS Season Pass. The fast-paced montage opens with two fans accessing the Apple TV app on their iPad in an old moving car. This transitions into a series of unexpected visuals.
The Argentinian superstar is shown doing what he does best as fans in pink cheer for him.
Other football stars, Cucho Hernandez, Roman Burki, Hany Mukhtar, and Benjamin Cremaschi, also make appearances, showcasing the diverse talent of the professional soccer league.
In one scene, a player attempts to dribble around oversized goalie gloves, highlighting the league's unpredictable and exciting moments. Pink goats, vibrant colors, and surreal environments further emphasize the unique nature of the MLS experience.
You’ve never seen MLS like this.
— Apple TV (@AppleTV) February 18, 2024
Watch every match with #MLSSeasonPass on Apple TV. pic.twitter.com/7fPDd4wrFd
Messi's transfer to Inter Miami in 2023, after 21 years with Barcelona, was a landmark moment for MLS, generating global attention and increasing interest in the league.
The arrival of such a celebrated player signifies a new era for MLS, and Apple TV’s recent ad campaign attempts to capitalize on this momentum.
The unique approach aligns with Apple's strategy to attract new fans, particularly those unfamiliar with MLS, by emphasizing its entertainment value and accessibility.
The MLS Season Pass on Apple TV gives viewers access to every MLS Season, Audi MLS Cup Playoffs and Leagues Cup match live and on demand.
It also enables access to Multiview, which subscribers to watch up to four matches at the same time, as well as a customized viewing experience that includes pregame and postgame shows.
The season pass is priced at $99 or $14.99 per month. Apple TV+ subscribers can get the season pass for only $79.
Messi will kick off the season in the first match featuring Miami vs. Salt Lake.
