The league’s very own Big Game commercial, ‘The 100 Year Game, Is based around a simple premise: an NFL gala reception accidentally breaks out into a pickup football game leading to ballroom mayhem.
The commercial, created by agency of record 72andSunny, is fast and fun and even offers players a chance to showcase their skills and athleticism (as well as their acting skills).
The big idea behind the commercial was to bring together legends and current stars from the sport, with a sprinkling of young entertainers, to showcase the NFL’s multi-generational appeal.
Thus the two-minute spot features at least 50 players: from icons like Terry Bradshaw, Jim Brown, Peyton Manning, with current super stars Tom Brady, Drew Brees, Todd Gurley and Odell Beckham Jr – along with fresh faces such as Fortnite streamer and Twitch star Tyler ‘Ninja’ Blevins.
The spot, directed by Peter Berg, features Roger Goodell, Dick Butkus, Joe Greene, Aaron Donald, Peyton Manning, Orlando Pace, Alvin Kamara, Drew Brees, Michael Strahan, Rob Gronkowski, Brian Urlacher, Tyler Blevins (Ninja), JuJu Smith-Schuster, Marshawn Lynch, Beth Mowins, Eli Manning, Ndamukong Suh, Mike Singletary, Christian McCaffrey, Joe Montana, Jerry Rice, Michael Irvin, Deion Sanders, Larry Little, Paul Warfield, Larry Csonka, Todd Gurley, Barry Sanders, Emmitt Smith, LaDainian Tomlinson, Larry Fitzgerald, Ed Reed, Jim Brown, Baker Mayfield, Tom Brady, Terry Bradshaw, Patrick Peterson, Odell Beckham Jr., Derwin James, Jalen Ramsey, Franco Harris, Russell Wilson, Patrick Mahomes, Sarah Thomas, Ron Torbert, Tony Gonzalez, Von Miller, Richard Sherman, and Saquon Barkley, plus Utah Girls Tackle Football League running back and football activist Sam Gordon.
The Big game commercial was amplified across the league’s own digital and social channels and accompanied by the hashtags #NFL #Football and #AmericanFootball.
‘NFL100’ is actually a year-long celebration officially launching at Super Bowl LIII in Atlanta and it will be promoted through the off-season events at league events such as the Combine in February, the Draft in April and the Hall of Fame induction ceremony in August and it will culminate at next year’s Super Bowl LIV in Miami.
“Football is America’s last big tent. It’s what brings Americans together,” says NFL chief marketing officer Tim Ellis.
“It’s critical for us to welcome our fans who have been with the NFL for decades as well as our younger generation who we have to work a little harder to connect with.”
“When I first got this script I didn’t think it was real,” commented director Peter Berg on the sheer number stars and famous faces gathered in just one place (who adds that the commercial didn’t even get a shooting date until 21 December.
Comment:
It’s a Super Bowl rarity that the rights-owner itself boasts one of the stand-out commercials, but in the 2019 Big Game the league certainly achieved that.
Our ruling is clear: the NFL has scored a touchdown with its own Super Bowl spot.
It’s fast, funny and fantastically choreographed.
You don’t have to be a hardcore NFL fan to appreciate the creative.
Indeed, the NFL is building a strong legacy when it comes to its own Super Bowl spots and this year’s offering follows on from 2018’s ‘Touchdown Celebrations’ spoof spot (starring New York Giants’ stars Eli Manning and Odell Beckham Jr),
and 2016’s ‘Choir’ commercial.
Plus, we loved the league’s 2018 ‘NFL Draft’ promo too (see case study).
Links:
NFL
http://www.nflshop.com/source/bm-nflc…
http://www.youtube.com/nflvault
http://www.youtube.com/nflnetwork
http://www.youtube.com/nflfilms
http://www.youtube.com/nflrush
72andSunny
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