In the build-up to the NFL’s centennial season, the league has launched its kick-off buzz builder commercial featuring football players and fans alike looking fierce.
The hero spot, launched on 15 August ahead of the 5 September season start, aims to get fans excited about and geared up for kick-off.
The stirring film focuses on anticipation ahead of the centennial and blends football vignettes of players, fans, and other sports stars and famous faces appearing deep in thought and staring at the camera to reflect the serious sport about to start.
The scenes are knitted together through music as the stars sing a version of the classic ‘Na Na Hey Hey Kiss Him Goodbye’ song with the original lyrics replaced by a ‘We Ready’ chant.
The players appearing in the ad include Houston Texans quarterback Deshaun Watson; running backs Alvin Kamara of the New Orleans Saints, Todd Gurly of the LA Rams and the Carolina Panthers’ Christian McCaffrey; wide receivers DeAndre Hopkins of the Houston Texans, the Cleveland Browns’ Jarvis Landry and the New York Giants’ Sterling Shepard and Washington Redskins safety Landon Collins.
The creative also features passionate fans of different teams, plus the female Los Angeles Bobcats team and inspiring high school football coach Rob Mendez (who has managed his team to triumph despite being born without limbs).
The spearhead commercial debuted on the NFL Network and is running across the NFL and the athletes’ social channels and will span out across US network broadcast television from mid August.
The spot, which links with supporting content through the #NFL100 hashtag, was created in harness with 72andSunny Los Angeles and it was directed by Stuart McIntyre via Somesuch.
Comment:
September will see the US’s dominant sports league kick off its 100th season with the 9 September opener between long-time rivals Green Bay Packers and Chicago Bears.
The intensity and creative approach to this commercial marks something of a change of tack from the NFL’s lighter hearted ‘The 100-Year Game’ Super Bowl spot featuring a star-studded black tie event which breaks out into an improtu game of football (see case study).
Links
NFL
http://www.nflshop.com/source/bm-nflc…
72andSunny Los Angeles
https://www.72andsunny.com/contact/los-angeles
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