AT&T brings Fans in the U.S. the Ultimate Mexican National Soccer Team Experience.

AT&T announced a high-impact campaign targeting soccer fans and built around its five-year relationship with the Mexican Soccer Federation (known as FMF or Federacion Mexicana de Futbol in Spanish) and its sponsorship of the Mexican National Team.
   
The campaign, themed “Soccer, At the Highest Level” or “Futbol, al Mas Alto Nivel” in Spanish, includes a new high-production Spanish-language commercial, interactive AT&T fan zones at three Mexico games to be played in the U.S. this May prior to the 2010 World Cup, as well as unique retail store events that will give fans the opportunity to meet some of Mexico’s most popular soccer legends, including former national team player Jorge Campos, and Univision’s beloved sports anchor, Fernando Fiore.
   
The “Futbol, al Mas Alto Nivel” campaign was developed around the passion for soccer and through exciting events and collaborations with Mexico’s leading international soccer athletes. The new ad will run through this summer on national TV, while the retail store events will be held at the game cities and in other key markets.
   
“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 brought to life by director Bruce Sinclair with the support of cinematographer Guillermo Navarro – Academy Award(R) winner for his work on Pan’s Labyrinth – and created for AT&T by The Bravo Group in Miami. The commercial is currently airing and features Mexico’s leading soccer stars Israel Castro, Javier “Chicharito” Hernandez, Efrain Juarez and Jonny Magallon in an epic challenge that fuses the modern love of soccer with the country’s rich historical traditions. The ad celebrates Mexico’s rich heritage and also helps kick-start the excitement for festivities coming up later this year, as the country commemorates 200 years of its independence. This high-energy ad was filmed at Mexico City’s celebrated Churubusco Studios.
   
Through this exciting ad, great soccer mobile offerings and unique events at stores and stadiums; AT&T is able to provide fans with the ultimate soccer experience this summer. Fans attending AT&T’s FMF in-store celebrations or participating in the AT&T fan zones at the stadium’s Futbol Fiestas, which kick off hours prior to the games, will receive free promotional items while supplies last. Those attending the in-store events will also have the opportunity to enter to win tickets to the anticipated matches, play soccer-themed games and meet Mexican soccer legends in person.