The NFL is the most popular sports league in America boasting over 187 Million fans, but was in need of reaching more young, female and multicultural audiences. This campaign was the final beat of our broader 100th season marketing effort. It paid homage to everyone that contributed to making the past 100 seasons of NFL Football special while inviting the next generation to join us in making the next 100 even even greater.
Set to air during the Super Bowl, we knew we had to create something beyond a traditional ad campaign and risk being overshadowed by other advertisers - we needed to create a completely unmissable piece that was a part of the game and got people talking for days afterwards.
So we fully integrated our work into the game's live broadcast on FOX.
We created a film that aired immediately before the game’s kick off about a 13 year old kid, named Maxwell ‘Bunchie’ Young, running a football kick return back across the country. Along the way, he and a crew of fans and players he picks up visit NFL legends and landmarks. The film comes to a crescendo when Bunchie and his 32 new friends run onto the Super Bowl LIV field in Miami LIVE during the game’s televised broadcast to deliver the Super Bowl game ball to the referee in front 60,000+ fans in stadium and over 100+ million on live TV.
We Created a Media Frenzy
6 billion+ impressions in the days that followed, including Bunchie being invited to ‘The Today Show’, America’s premier morning show.
We Captured America’s Hearts
“It was charming and, for the NFL, the perfect capper on a season-long celebration of its anniversary” - New York Magazine
“The NFL is back with another juggernaut ad for Super Bowl LIV” - Time
“Not sure any commercial will out do the NFL 100 commercial that was just on … it was awesome” - ESPN Pundit, Mike Golic
“Super creative and also such an incredible milestone. Here’s to another 100 years of NFL Football” - E-Sports Legend, Ninja
We Moved the Needle
Net perception of The NFL improved +15%
Net perception of NFL Players improved +13%.
56% of young fans & players said the campaign made them want to play football
65% said the campaign made them think that the NFL is culturally relevant