Apple has released a new ad spot on Instagram, using Lionel Messi and other footballers to promote the Major League Soccer Season Pass on Apple TV.

The Instagram Reel titled "You've Never Seen MLS Like This" was released on Sunday, all to market the Apple TV MLS Season Pass, which launched for 2024 season matches on January 29.

The spot itself consists of a quick-cut montage of shots, starting with two soccer fans opening the Apple TV app on an iPad in a car. What follows is a fever dream-like sequence featuring goats, giant goalie gloves, and unusual camera shots, along with appearances of Messi, Cucho Hernandez, Roman Burki, Hany Mukthar, and Benjamin Cremaschi.

The video ends with the two fans in the car, now parked in the middle of a soccer pitch, and the tagline "You've Never Seen MLS Like this."

The MLS 2024 Season starts on Wednesday, February 21, with current Leagues Cup champions Inter Miami CF hosting Real Salt Lake.

The Season Pass also includes in-depth coverage and analysis, as well as exclusive content. For 2024, this also includes a first-of-its-kind whip-around show for Spanish-speaking fans.

There's also Multiview for Apple TV 4K and iPad for viewing up to four simultaneous matches, and a personalized club view in the app.

The MLS Season Pass costs $99 for the entire season or $14.99 per month, with Apple TV+ subscribers paying $79 for the season.