English Premier League's First U.S. Campaign

Calling all soccer fans: The British are coming!

The English Premier League sounds the call with “You’re In It Now”—its first U.S. campaign.

The Rec League led efforts across creative development, production and post, collaborating with WIGZ for visual design.

EPL games are broadcast early in the day for U.S. soccer fans, and the centerpiece film focuses on an A.M. scene in a typical American diner:

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The creative also highlights the diversity of the U.S., from the Brooklyn Bridge to cowboys in the Arizona desert (cactus in tow) and a stalwart fan weathering Northeastern snow:

And of course, beloved players, clubs and managers demonstrate the high-stakes drama and joy of the sport’s most heralded pro league.

“We really wanted to create a distinct voice and style for the Premier League that speaks authentically to American fans, but still feels like the Premier League,” says Trent Ubben, co-director of the launch film, and Rec League founder.

“You’re In It Now” also uses U.S. and U.K. talent to rope viewers in, like English actor Will Poulter who urges viewers to “bask in the glory together.”

The campaign lives on Premier League social and digital channels, as well as its creators’ social and digital channels, with additional support via NBC Sports Premier League broadcasts and NBC Sports social channels.