To celebrate the return of Ted Lasso Season 4, Apple TV and Civic brought the show’s infectious optimism off the screen and into the real world, creating a campaign designed to tap into cultural moments, rally fans and build excitement for the new season.

In Kansas City, Civic aligned the experience with the excitement of the World Cup, sending the Believe Bus across the city before arriving at CPKC Stadium for a quarterfinal watch party. Fans came together over “Believe” scarves, games, sing-alongs and trivia, alongside cast appearances and an exclusive sneak peek of the new season.

On launch day in New York, we took Ted’s unmistakable spirit to the streets to drive buzz around the show’s return. Random Acts of Ted surprised New Yorkers with unexpected moments of kindness before culminating in a spirited Ted look-alike contest at Apple Fifth Avenue that invited fans to become part of the story themselves.

To extend the campaign beyond the live experiences, Civic also delivered over 200 custom Ted Lasso kits to talent, brand friendlies and influencers, driving organic coverage buzz from these high profile fans.

The momentum culminated in a record-breaking return for the series, with Ted Lasso Season 4 delivering Apple TV’s biggest premiere ever.