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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, as part of the LA Galaxy’s introduction of global soccer icon Zlatan Ibrahimovic, we placed a five-word, full-page ad on the back cover of the LA Times sports section. “Dear Los Angeles, You’re Welcome” showcased the confident and oversized personality of Ibrahimovic garnering local, national and international acclaim for the advertisement’s simplicity and overt braggadocio. The $28,000 print ad was shared world-wide via social media and traditional media garnering over $1B in estimated publicity value. As part of the strategy, it was key for this message and others to come directly from Zlatan, rather than the club. Zlatan was able to own the message and amplify it with television appearances on Jimmy Kimmel Live, The Late Late Show with James Corden and numerous hits across sports television properties. The ad and #zLAtan campaign is the most recognizable player announcement in club and Major League Soccer history.