June 13 – Oscar-winning director Spike Lee has swapped his courtside seats at Madison Square Garden for the San Siro, linking up with Inter Milan for a slick new campaign that’s designed to make Americans fall in love with one of Italy’s great names.
The Brooklyn filmmaker in conjunction with Inter Media House has produced ‘My Name is My Story’ – a cultural love letter to the Nerazzurri that arrives just as Inter prepare for the FIFA Club World Cup.
This isn’t your standard football promo. Inter’s in-house media team has crafted something that feels more like a Spike Lee Joint than a corporate video – all kinetic editing and historical gravitas, weaving archive footage of club legends with glimpses of the current squad fresh from their Champions League final appearance.
“We’ve come up with an innovative and authentic way to tell our story to the younger generations,” explains Giorgio Ricci, Inter’s Chief Revenue Officer. Getting Lee’s endorsement isn’t just about the prestige – it’s about unlocking American eyeballs without the eye-watering media spend as Lee’s content often goes viral.
The campaign’s masterstroke? Inter are distributing it through their own digital channels. It’s smart economics – why pay for reach when you’ve got one of America’s most recognisable filmmakers as your narrator?
The piece harks back to the club’s founding philosophy, quoting founder Giorgio Muggiani’s 1908 declaration: “It will be called Internazionale, because we are brothers and sisters of the world.”
In an era where Premier League clubs dominate American consciousness, this is how Serie A fights back – not with transfer splashes, but with storytelling that transcends sport.
To see the promo click here.
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