The NFL’s own Big Game spot, which aired immediately prior to kick-off, began as a pre-recorded commercial and ended live in the stadium as the star of the spot emerged from the tunnel to deliver the ball to the referee.
The ad, which celebrates the league’s year-long celebration of its 100th anniversary, was initially teased in the week prior to the game with multiple cut-down and making of clips.
The full blended recorded and live commercial only debuted immediately ahead of kick off.
This youthful, fun, freewheeling extended spot follows a boy’s ball-in-hand journey from his local football field all the way to the Hard Rock Stadium in Florida.
On the way he encountered an impressive line-up of past and present NFL super stars.
The initiative, developed in harness with creative agency 72andSunny, starts showing a youngster (styled after Odell Beckham Junior) catching the football during a pick-up game with his friends in the park. As runs his touchdown into the endzone he continues going off the end of the pitch.
“Where’s he going?” his teammates ask as he leaves them in his wake and sets off at pace through fields, down country roads all the way to the city streets.
The answer it turns it, is all the way across the country – from San Francisco, via New Orleans and Tempe, Arizona (where he pauses reverently at the statue of the late NFL player and vet Pat Tillman at Sun Devil Football Stadium) to the streets of New York City and down to Florida.
All the way onlookers cheer him and urge him to ‘Take it to the house, kid!” – most of them are NFL icons and a sprinkling of other athletes who protect from obstacles until he finally arrives at his destination – Super Bowl LIV in Miami Gardens.
When he arrives in the bowels of the stadium the spot twists and pre-recorded fiction swipes into reality as the boy bursts out onto the field of the Hard Rock Statdium live and urged on by the live crowd he hands the ball to the match referee.
The endline copy reads: “Here’s to the next 100”.
Comment:
The NFL began celebrating its 100th season with its award-winning 2019 Super Bowl spot (see case study) and continued at the start of this 2019/20 season with its ‘We Ready’ campaign (see case study).
‘Take It To The House’ was tonally and thematically a complete contrast to the NFL’s other #InspireChange Super Bowl spot which that debuted before game day and was a hard-hitting film which tackled police shootings and promoted the organization’s social justice efforts which have emerged following the Colin Kaepernick led Take A Knee equality protest (see case study).
Links:
NFL
http://www.nflshop.com/source/bm-nflc…
72andSunny
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