JELD-WEN Shows Its Game Face
Airing first in “Soccer City USA,” the Oregon-based window and door manufacturer draws close connection between its brand and some of the sports world’s most reliable fans
May 08, 2011
PORTLAND, Ore. - For JELD-WEN and Major League Soccer fans everywhere, it’s all about driving toward the ultimate goal.
That passion is captured in a series of new JELD-WEN Windows & Doors television ads that celebrate the company’s involvement in “the beautiful game.” The ads will debut for the first time during the upcoming Portland Timbers vs. the Seattle Sounders soccer match airing locally on ESPN, July 10.
The new spots from JELD-WEN, an official partner of Major League Soccer, the Portland Timbers and the name sponsor of JELD-WEN Field, draw a strong correlation between the inspiration, passion and reliability that soccer fans embody and JELD-WEN’s own brand values as a leading global window and door manufacturer.
“We understand the commitment, the intensity and what it means to be dedicated, because that’s the inspiration behind all of the products we make,” said Bill Hueffner, Director of Development & Professional Relations for JELD-WEN. “Our goal with these ads is to symbolize what it means to be part of something you’re very proud of by celebrating loyal soccer fans everywhere.”
in JELD-WEN’s new TV ads
JELD-WEN officials say that the new advertising effort also demonstrates the company’s deep-rooted commitment to its own home state. Created by CMD, one of Portland’s leading marketing agencies, and shot entirely in Portland using local talent, the new 30-second spots highlight the intense love of the beautiful game. In the ads, that zeal is demonstrated by fans and supporters from all walks of life – from the face painters and flag wavers who storm JELD-WEN Field to cheer on the home team, to the soccer mom who takes to the field to compete herself. For authenticity, CMD cast as many actual Timbers season ticketholders as possible for the commercials.
The ads will air locally during televised Portland Timbers soccer games throughout the 2011 season as well as nationally as part of MLS telecasts including the 2011 All-Star Game in New York when the MLS All-Stars take on world renowned club Manchester United. The new television ads will be accompanied by a series of radio spots airing locally during the season.
According to Hueffner, the partnership with soccer and the stadium allows JELD-WEN to support a historic Oregon icon and important community initiatives as well as help further establish brand awareness among a loyal, international fan base. JELD-WEN has been a longtime supporter of sports that draw a close connection to its brand message of reliability.
About JELD-WEN, inc.
JELD-WEN, inc. is the world’s leading manufacturer of reliable windows and doors. Based in Klamath Falls, Ore., JELD-WEN began in 1960 as a small Oregon millwork plant with 15 employees and today has approximately 2,500 employees in Oregon and nearly 20,000 worldwide. JELD-WEN was named by the Environmental Protection Agency and the Department of Energy a 2010 and 2003 ENERGY STAR Partner of the Year.
About JELD-WEN Field
JELD-WEN Field is an iconic sports and entertainment facility located in the heart of downtown Portland, Ore. at 1844 SW Morrison. JELD-WEN Field plays host to a wide variety of events each year, including Portland Timbers MLS soccer, Portland State University football, college and high school football and soccer, concerts, community events and public and private functions. JELD-WEN Field opened to the public on April 14, 2011, after a significant renovation crafted to create one of the most unique and authentic soccer environments in the country as the Timbers mark their debut season in Major League Soccer. Originally constructed in 1926, JELD-WEN Field is a historic civic gathering place that has played host to some of the region’s most memorable events, including presidential visits, a 1957 concert by Elvis Presley, the National Football League’s first game decided by overtime, Pele’s official last professional game and the 2003 FIFA Women’s World Cup. For more information, visit www.JELD-WENField.com.