The Brooklyn Brothers started with a simple brief for NBC: “Make America Care About Soccer.” The result was not only a lovable coach and character, Ted Lasso, but a story about the power of earned advertising to turn a brand property into a cultural icon.
Ted Lasso’s journey began as a web series, accompanied with TV ads, digital display, print, radio and OOH displays. The campaign also took to social media, with an integrated experience to educate and inspire viewers through detailed team profile videos full of famous fans, quirky traditions, and need-to-knows on each club. Before any paid media, the campaign racked up over 11M organic views and 1B media impressions. Ted Lasso also helped NBC achieve its largest European Premier League opening weekend audience in U.S. history, acquiring over 10 million new fans and increasing viewership by 91%. Within days, Coach Lasso became the second most shared YouTube video in the world.
The Brooklyn Brothers’ Ted Lasso creation is now in its second series on Apple TV, and has won awards at every major TV award show in 2021, including a Golden Globe Award, seven Emmys, three Critics Choice Awards, one SAG Award, and three Television Critics Association Awards.