AT&T Launches Latino Soccer Campaign

AT&T announced today a new multi-channel campaign targeting soccer fans and built around its five-year relationship with the Mexican Soccer Federation (FMF) and its sponsorship of the Mexican National Team.

The campaign, themed "Soccer, At the Highest Level", includes a new Spanish-language commercial (featured below). Experiential activities will include interactive AT&T fan zones at three Mexico games to be played in the U.S. this May prior to the 2010 World Cup. Meanwhile, at select AT&T retail stores, fans the opportunity to meet some of Mexico's soccer legends, receive tickets and promotional items and play soccer-themed games.

The "Futbol, al Mas Alto Nivel" TV campaign will run through this summer on national TV.

"AT&T is proud to continue to support the FMF and the Mexican National Team. The relationship with the FMF allows us to bring the ultimate soccer three-screen experience to fans wherever they are. Our new TV spot entitled 'Warriors,' makes an impactful connection between the Mexican National Team and Mexico's national pride and spirit of competition," said Roberto Garcia, executive director, Hispanic Marketing, AT&T.

The new commercial was directed by Bruce Sinclair with the support of cinematographer Guillermo Navarro — Academy Award winner for his work on Pan's Labyrinth — and created by The Bravo Group in Miami.

As World Cup fever heats up, AT&T is hoping that the new TV campaign, soccer-specific mobile offerings and in-store events will win over latino soccer fans this summer.