The Smart Choice in Digital (and Broadcast)

Continental Tire wanted to stand out from other MLS sponsors and boost both awareness and sales among soccer’s diverse audience. They tasked us to ideate and create a content piece for their new brand direction, #SmartChoiceInTires, that could run in digital formats as well as a :30 broadcast spot.

To maximize on the buzz of the 2021 Major League Soccer playoffs, rEvolution’s inventive team suggested a commercial collaboration with one of the top goalkeepers in the league, Sean Johnson. The US Men’s National Team standout was a clear choice as the ideal spokesperson because of his previous collaboration with Continental Tire and his shared interest in the automotive industry. His eagerness to be a part of this project is evident in his natural ability to represent the brand authentically – even utilizing his creative input to elevate the final product.

In this spot, Sean Johnson discusses the importance of maintaining a steady and calm mindset while he recreated the lead-up to a critical save he made during the 2021 MLS Cup. The scenario depicted in the commercial, which highlights Sean’s need for “Smart Choices” while defending the goal in a match, directly connects with Continental’s #SmartChoiceInTires campaign.