The NFL is using both stars and unsung youth players – including an all-female football team – to build the hype to the league’s 100th season, kicking off September 9.
The NFL partnered with 72andSunny Los Angeles to tap into the deep love people feel for the game of football as a way to jump start the season. In the campaign ‘We Ready,’ the NFL captures the fan and player passion that lives everywhere from locker rooms and fields to face paint and tattoos, even to dances and chants.
In the spot, we see NFL players training hard for the season, humming the familiar Na Na Hey Hey Kiss Him Goodbye song that’s become a staple at sports stadiums. The action then switches to a marching band playing and chanting the tune, with action of fans getting hyped for the season, along with footage of the Los Angeles Bobcats all-female football team. In addition, Rob Mendez, the inspirational football coach with no arms or legs, and winner of the 2019 ESPY Jimmy V. Award for Perserverence, is seen prepping for the season. As the song and action build to a frenzy, the screen fades to black with an overlay of ‘Kickoff 9/5’ and the NFL 100 logo.
Client: The National Football League
Agency: 72andSunny Los Angeles
Director: Stuart McIntyre
Editing: Cabin Editorial
Finishing: Shape + Light
Sound Design: Human // Lime