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Tongue-in-Cheek Messaging Gives Nod to D.C. Vernacular with Soccer Twist
Washington, D.C. (05/20/2024) – The Washington Spirit brought back its ‘That’s the Spirit’ advertising campaign this past month, the club announced today. The campaign is an extension of last year’s successful strategy – a play on D.C. political vernacular with a soccer twist.
The campaign will display prominently throughout the region for the remainder of the year. Fans will see and hear the campaign via out of home (OOH), television and radio advertisements in addition to digital, social media, and in-stadium promotions. New this year, Spirit players will be featured on branded pizza boxes in 75 restaurants throughout the area.
“’That’s the Spirit’ brings to life our team’s deep roots in D.C. and highlights our players’ dominance on the soccer pitch,” said Theresa McDonnell, Washington Spirit COO. “Our fans enjoy spotting their favorite players all over the city and the strategic placement allows us to connect with new audiences.”
Once again, Spirit players will greet area commuters throughout the area in Metro transit shelters and digital boards. In addition, the new ads are prominently displayed in five commuter corridors at Union Station. Expect to see powerful in-game scenes paired with a spin on the city’s political vernacular such as Trinity Rodman (Declaration of Trindependence), Andi Sullivan (Undebatable), Aubrey Kingsbury (Football Filibuster) and Croix Bethune (Pursuit of Victory).
“It’s amazing to feature our players year-over-year in such a prominent way around the DMV,” said Meg Patten, the team’s Head of Brand. “We are so proud of the work they’re doing on the field, and we wanted to translate that into visually appealing and compelling imagery.”
The new television advertisements are running during NWSL+ streams, Monumental Sports broadcasts and on local stations throughout the season. The spot’s creative intertwines real game footage with in-studio shots played amongst the city’s most prominent landmarks. The ad reads “We are the Washington Spirit. The dominant party in D.C. and we are rewriting the house rules. With shutouts over shutdowns, we rise with the keeper of the house. We are tackling big issues. So while some deliberate, we move forward. From lobbyists we love, to our majority leader – one team, united in victory. That’s the Spirit.”
The club partnered with creative agencies We Are Victory and Horizon Media Inc. to bring the campaign to life. Full details can be found available HERE.
About The Washington Spirit
The Washington Spirit is the premier professional women’s soccer team based in Washington, D.C. and plays at Audi Field in Buzzard Point. The Spirit was founded on November 21, 2012 and is an inaugural member of the National Women’s Soccer League (NWSL) the fastest growing sports league in the US. The club is home to some of the best players in the world who have won championships for both club and country. In 2024 Spirit drafted an epic class of rookies who are already breaking records and wowing fans. For more information about the Spirit, visit WashingtonSpirit.com and follow the club on Twitter, Instagram and Facebook.
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