When the Chargers decided to move from San Diego to Los Angeles, they faced a massive challenge. They not only needed to build a new fanbase, they had to do it in a city that already had another NFL team, two legendary college football programs, and the ghost of a Raiders team that hadn't played there in 23 years. Not to mention all the other sports teams with passionate followings.
The team at Saatchi/LA came up the perfect strategy though: The Chargers needed to fight for respect, neighborhood by neighborhood, community by community. They needed to Fight for LA.
Launch Film: "Dear Chargers" - 1:47
“This isn’t any city. This is Los Angeles.
LA is people and places and passion and pride.
Any respect given, must be earned.
You show up with a dream.
Then work hard to make it come true.
So, we fight. Every practice. Every play.
Every single yard. On every field.
In every neighborhood. For all of LA.
We wear LA on our chest.
We fight for it with our heart.”
Neighborhood Posters