The Mexican Football Federation (FMF) and Soccer United Marketing are launching their first-ever branding campaign for U.S.-based fans in “Somos Locales.” The campaign’s debut comes weeks ahead of the Mexican National Team’s 19th annual U.S.-based tour, which begins May 29 against Iceland at AT&T Stadium. Mexican Americans supporting the 60-second brand spot across social media include singers Larry Hernández and Chiquis Rivera, in addition to musical group Los Ramones De Nuevo León, among others. A trio of agencies contributed to the campaign efforts, including Dallas-based shop Dieste, which was responsible for the concept. California-based Thirsty handled the creative and graphics, while L.A.-based Goodform provided video production support.
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