Field of Dreams: Manchester City Players Get Their Kicks in NYC in a Fun Promo for Sister Club New York City Football Club

By Nudd, Tim | ADWEEK, December 2, 2013 | Go to article overview

Field of Dreams: Manchester City Players Get Their Kicks in NYC in a Fun Promo for Sister Club New York City Football Club


Nudd, Tim, ADWEEK


Specs

Client New York City F.C.

Agency Rain, New York

Director Ericson Core

Production company Imagina U.S.

Editor Dahkil Hausif

(See the spot and full credits at Adweek.com and on our iPad edition.)

Idea New York City Football Club, the 20th franchise in Major League Soccer, won't field a team until 2015 and doesn't even have any players yet. Thankfully, it has a high-powered sister club in England whose world-class athletes can film some nifty promos in the meantime. The first one hit YouTube Late Last month, showing stars from the famed Manchester City F.C. (which co-owns NYCFC with the New York Yankees) playing a game of "keepie uppie"--juggling and kicking a ball back and forth, while trying not to Let it hit the ground--around famous New York City Landmarks. The idea, which came from Man City's marketing team, was just to get some fun content out there and build excitement--an appetizer with no paid media behind it. "It's a first creative piece to just casuakky enter the market," said Brian Edelman, CEO of New York digital agency Rain, which produced the video. "It's meant to be viral and fun--a Light introductory piece about what could be someday."

Talent/copywriting The players include Sergio Aguero, Vincent Kompany, James Milner, Yaya Toure, Samir Nasri, Joe Hart, David Silva, Gael Clichy and Matija Nastasic. Nike's famous 1998 spot with the Brazilian team kicking a ball around an airport was among the inspirations. "If we're in the same sentence in terms of quality and creative as what Nike's done, that's always our goal," said Edelman. The Man City players start out near the Brooklyn Bridge, with Jane's Carousel in the background. Seeing a girl and boy kicking a ball back and forth, they take the ball (Leaving one of their own) and embark on their citywide game--hitting the High Line, Yankee Stadium and Rucker Park before returning to the Brooklyn Bridge and giving the boy from the first scene his ball back, now signed by all of them. …

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