All sorts of gross and ugly things can happen when pro sports teams start trying to work with #brands. There’s no shortage of poorly conceived ad concepts that we could talk about. Delta’s “tifo” idea from last year comes to mind.
But every now and then a team and a brand can work together to make something really cool. This BECU ad comes as close to any in recent memory.
Hi @SoundersFC, love that your players make orange smiley faces too… https://t.co/Wsx9uzdlBe #WeAreBECU pic.twitter.com/TtQmlxAxJa— BECU (@BECU) March 23, 2017
There’s a lot to like here, starting with the fact that it’s promoting a local credit union and features Cristian Roldan and Jordan Morris rocking orange-slice-smiley-faces giving each other a perfectly awkward fist bump.
But there’s more! You’ve got cute kids pondering the whys of orange-slices-at-halftime; it’s funny but not pushing any boundaries; and anyone who grew up playing soccer can relate. Literally everyone who sees this ad may not love it quite as much as I do, but I don’t think it’s possible for anyone to actively dislike it.
Well done, all around.