Dear Los Angeles, You’re Welcome
How do you introduce Zlatan Ibrahimovic, one of the world’s most recognized and iconic soccer players?
You draft up five words of copy, sign his name at the bottom and place a full-page ad in the LA Times.
Dear Los Angeles, You’re Welcome.
In 2018, Skylark’s partners helped introduce global icon Zlatan Ibrahimović to Major League Soccer with a five-word statement that captured the moment—and the man. A full-page ad on the back cover of the Los Angeles Times sports section read simply: “Dear Los Angeles, You’re Welcome.”
The $28,000 print ad became an instant sensation. Its bold simplicity and unapologetic tone reflected Zlatan’s larger-than-life persona, driving massive local, national, and global coverage. With over $1 billion in estimated publicity value, the ad remains one of the most iconic creative executions in MLS history.
As part of the overall strategy, messaging came directly from Zlatan—not the club—giving him full ownership of the moment. He amplified the campaign with appearances on Jimmy Kimmel Live, The Late Late Show with James Corden, and across sports television outlets. The ad helped define the #zLAtan campaign, setting a new standard for how superstar signings are announced in American soccer.
