To generate hype and buzz around the start of the new football season the NFL launched a new multi-platform ‘Get Ready To Celebrate’ campaign that sees a team of celebrity coaches give players advice on how to be more creative with their touchdown celebrations.
The integrated campaign, created by agency Grey New York, rolled out to promote the 2018/19 Sunday Night Football season aims to leverage and amplify the every increasingly popularity of touchdown celebrations sweeping the league.
The debut commercial features celebrity coach Andy Garcia working with LA Rams player Todd Gurley.
The spot plays on Garcia’s tough guy movie image – complete with burner mobile and a paranoid demeanour – and sees the movie star offer some musical ‘Hokey Pokey’ advice for the running back’s touchdown performance.
The follow-up film sees JB Smoove link up with Christian McCaffrey of the Carolina Panthers in the form of a fast-talking monologue designed to make the most of the player’s cat-like agility with a goal post jump celenbration.
The campaign, which runs across multiple media platforms, will evolve through the season with additional celebrity celebration coaching spots.
“Celebrations have become something our fans look forward to, something new to savor after a score,” explained NFL advertising director Sam Howard.
This marketing phase of part of a broader league effort to engage by ‘focusing on the joy of touchdown celebrations’ and this wider approach spans online video, social media, public relations and team activations, as well as network television partner work.
A series of social videos featuring unique player celebration dances is also airing – based around players using their free time to improve their celebration game.
This spot stars players such as Jay Ajayi (Philadelphia Eagles), Christian McCaffrey (Carolina Panthers), Todd Gurley (Los Angeles Rams) and DeAndre Hopkins (Houston Texans).
Building on previous entertainment-centered marketing initiatives, this campaign again aims to position the sport amongst the entertainment space as it links the NFL to Hollywood through acting heavyweights.
Other angles on the same sport-as-entertainment strategy include the music-led ‘Bring It All’ NFL pre-season hype spot.
Comment:
The overall strategy here reflects the league’s aim to win over existing and new fans by featuring the lighter side of the game and by shining the spotlight on some of the young personalities behind the helmets.
It follows on from last season’s celebrations’ led marketing fronted by a ‘Dirty Dancing’ parody starring Odell Beckham Jr and Eli Manning aired around Super Bowl LII.
Links:
NFL
http://www.nflshop.com/source/bm-nflc…
Grey New York
