To coincide with the start of its new 2017/18 season, the National Football League (NFL) has rolled out a new, integrated campaign
The initiative was spearheaded by a launch commercial, called ‘Hope’, starring several of the league’s biggest names (including Tom Brady, Von Miller, Landon Collins, Dak Prescott, Myles Garrett, Deshaun Watson and Earl Thomas).
As well as featuring several star players and rookies, the 60-second spot includes game footage and dramatic close-ups over scenic shots of towns across the country, while singer Miguel advises fans to brace themselves for “shock and awe”.
The work pitches each game as an epic drama and the creative approach is more akin to a Hollywood film trailer or a TV show opening sequence than a sports spot.
The commercial, which debuted a day ahead of the 7 September season opener between Super Bowl champion New England Patriots and the Kansas City Chiefs on NBC, was created in partnership with the league’s creative agency of record Grey New York (alongside production company Elastic – the outfit behind the opening titles of hit shows such as Game of Thrones, Westworld, and True Detective).
This commercial is the first of four spots – ‘Hope’, ‘Unpredictability’, Drive’ and ‘Survival’ – with each playing on the same theme but focusing on different emotional elements of the NFL viewing experience.
The campaign’s tagline, ‘Let the show begin’, aims to reinforce the NFL’s status as one of the few remaining pillars of ‘live entertainment’
In addition to the lead ad, this multi-platform brand campaign spans movie-style posters, teaser trailers and behind the scenes footage on digital platforms and across social media linked to the #LetTheShowBegin hashtag.
Let The Show Begin. #Kickoff2017 pic.twitter.com/SvxmP9xBzX
— NFL (@NFL) September 7, 2017
#LetTheShowBegin – The @NFL is back and have launched a dramatic new #ad to announce their arrival on our screenshttps://t.co/rVqNcqXu1g pic.twitter.com/8UezDlbLFz
— Adgistics (@Adgistics) September 8, 2017
32 teams. 1 goal.
The Quest Begins… #Kickoff2017 pic.twitter.com/FOX14NsqmJ
— NFL (@NFL) September 7, 2017
“We wanted to celebrate what makes us the greatest game in the world—the action, the stars, the big moments, the spectacles and the surprises,” said NFL CMO Dawn Hudson.
“The thematic, episodic nature of the campaign highlights the emotional arc experienced by football fans and players alike, including the anticipation, excitement and rush of game day.”
“When you’re marketing a brand that’s almost 100 years old, and you obviously have to pay great tribute to its history and what makes it strong, but you also have to work to make sure you surprise your fans and bring them something new,” adds Hudson.
“Given that, fandom for sports really happens when you’re younger, it’s really important that we reintroduce the brand to the next generation.”
Comment:
This approach sees the NFL leverage the game and its consistently well-above-average TV ratings with a campaign that deliberately matches the fanfare of a Hollywood blockbuster and television box set.
The new campaign comes as the NFL is faced by a set of significant challenges on and off the field.
But, despite last season’s ratings dip, the racially charged player protests and the brain injury scandal, the NFL is still set to generate $14bn in 2017/18 and one of the very few things the majority of Americans can agree on is that most of them love football.
Links:
NFL
http://www.nflshop.com/source/bm-nflc…
http://www.nfl.com/fantasyfootball
https://www.nfl.com/gamepass?campaign…
https://www.youtube.com/user/NFL
http://www.youtube.com/nflnetwork
http://www.youtube.com/nflfilms
Grey New York
