Developed by TBWA\Chiat\Day San Francisco, the creative revolves around the idea of believing in something bigger than the individual — the team.
Rolling out on television, the integrated push also includes print, which aims to communicate the benefits of being able to bring different abilities and attributes to the team environment through five single-page ads which work together to form one continuous play.
Copy includes lines such as 'It takes vision' and 'It takes passion', and culminates with the tagline, 'It takes 5'. The campaign will also include product launches spearheaded by the five players.
