Lightning strikes a new city.

As the second team to relocate to LA in the last two years, the Chargers wanted to establish themselves as the team worthy of LA’s devotion —not because they simply showed up, but because they’re putting in the hours to win over fans.

“We’re honored to work with the Chargers to help the team usher in a new era of football in Los Angeles.”

Chuck Maguy, President of Saatchi & Saatchi

In LA, respect isn’t given,
it’s earned

Our “Fight for LA” campaign tells the story of the Chargers fighting for the hearts and devotion of Angelenos.

We started a candid conversation with people in every neighborhood of LA.

“For us, it was important to tackle head on the obvious: the Chargers are the newcomers. We wanted to show the people of Los Angeles that the Chargers know that and are ready to fight for their hearts and devotion.”

Jason Schragger, CCO of Saatchi & Saatchi

We let the Chargers' dedication
speak for itself.

Our campaign kicked off on social media with a series of videos that remind Angelenos that the newest team in town is ready to get down to work and win (on and off the field). Los Angeles-based Alldayeveryday served as video production partner to the Chargers on the campaign.

“Saatchi & Saatchi has been a talented creative partner that’s helped us better understand the market and get up to speed as we launch this historic season.”

A.G. Spanos, President of Business Operations for the Chargers