Apple TV kicks off Son Heung-Min’s MLS season with Genmoji billboard

To welcome Korean footballer Son Heung-Min to Los Angeles Football Club (LAFC), Apple has launched a Genmoji-powered digital out-of-home campaign.

Apple TV holds exclusive rights to the Major Soccer League (MSL) through its Season Pass subscription, the only way to stream Son Heung-Min’s debut game. 

Created by TBWA Media Arts Lab, Seoul, the campaign features a Genmoji, a fancy term for Apple’s AI-powered emoji upgrade, of two hands framing an imaginary photo. It captures the way South Korea’s football star celebrates his goals, without ever showing his face.

Son is one of the most visible sporting icons in Asia, which means he's no stranger to billboards. He's graced ads for the likes of Calvin Klein, Burberry, Tiger Beer, Gatorade... the list goes on. But this one flips the script, precisely because his face isn't on it.

The minimal styling in LAFC's black and gold colours, where there's no shouting or clutter, is refreshing. The DOOH will stand out in downtown Seoul and LA's Koreatown, where billboards usually scream louder than the chaotic cheers of a crowd drunk on hype, football, and beer whenever Son's on the pitch.

Along with the physical locations, Apple TV is pushing images of the billboards on its social media platforms, including X, Instagram, and Facebook.