To promote the Emmy Award-winning comedy series Ted Lasso and the TV+ streaming service, TBWA\Media Arts Lab launched a campaign to support the U.S. Men’s National Soccer Team as they headed to the World Cup. The campaign involved creating 27 personalized, handwritten letters for every player on the USMNT. Each message was filled with the classic Ted Lasso wit and charm fans know and love. In addition, these letters were blown up to jumbo size and placed on full display in each player’s hometown—on billboards, high schools, and even on the side of a 200-year-old barn.

To be an authentic expression from Ted Lasso, we needed to lean into his positivity, humor, and unique vernacular. So we watched every episode, studied lines of dialogue, and even consulted the show writer's themselves to ensure every word was unmistakably "Ted."

Contrary to standard out-of-home practices, we embraced Ted's long-winded way of encouragement. The boards read more like personal letters than just quick "good luck" messages. The lengthy copywriting matched Ted's voice and encouraged people to share and read each message on social media platforms.