NBC has brought in comedian Jason Sudeikis to promote the US network’s coverage of the UK Premier League beginning on August 17th. Sudeikis plays American football coach Ted Lasso, recently hired as coach for Premier League club Tottenham Hotspurs, supported by players such as Gareth Bale. Shot in London, almost everything done on set was improv. Lasso is shown in a long form commercial (An American Coach In London), 30 second and 60 second commercials (Meet Coach Ted Lasso and Coach Ted Lasso There’s a Misunderstanding), blundering through practice, press conference and locker room pep talks.
The American Coach in London campaign was developed at The Brooklyn Brothers by executive creative director Stephen Rutterford, creative director Guy Barnett and agency producer Tina Lam.