NFL: We're All Rivals Here by 72andSunny Los Angeles

Inspired by this year’s Thursday Night Football match-ups that are packed with historic division rivalries, the NFL worked with real fans across the country to showcase the fire and passion they have for their teams.

In the new campaign, 'We're All Rivals Here,' a combination of traditional casting calls, call-outs by NFL teams and social media outreach were used to find authentic fans. During the production, fans were filmed simultaneously allowing both sides to hear what each other was saying during the throw downs, which encouraged the real time, high stakes banter.

The NFL also enlisted lifelong New York Giants fan and renowned director, Peter Berg (who directed the NFL’s Super Bowl spot, 'The 100-Year Game') to direct the films. Berg was just as much a fan as the actual cast, and even sparked debate from behind the camera.

Created for the NFL by its advertising agency 72andSunny Los Angeles, 'We're All Rivals Here' airs on broadcast today and new films will roll out ahead of the ongoing matchups, during the regular season.