The kickoff to the NFL season is perhaps one of the most anticipated sports events of the year, and throughout the preseason, the league and its various assets will be promoted with an array of ads and campaigns.
NFL Media, comprised of NFL Network and the league’s digital properties, kicks off the season with campaigns for Thursday Night Football, NFL GameDay Morning, and NFL.com Fantasy Football.
The campaigns were created by Goodby Silverstein & Partners, and all three have a quirky charm.
For the Thursday Night Football push, the action focuses on Elliott, a conservationist incurably devoted to preserving the lineage of the rare and majestic cockeyed waladoo, a fictional bird. While Elliott watches the waladoo from a perch above a frozen forest. A voice over states that for everyone who isn’t Elliott, there’s Thursday Night Football action at the local pub with friends.
NFL GameDay Morning gives early risers the news on game days, and the appropriate spot to promo the show is ‘Sunrise,’ featuring a dad waking his young son up in the morning to hike a mountain and share a beautiful sunrise. When they reach the peak, they view a pristine mountain lake, but instead of sunshine, the lake is lit by a large screen TV playing clips of the show.
Two spots highlight NFL.com’s Fantasy Football. Both show how easy it is for new as well as seasoned users to play, by utilizing two of the league’s stars.
‘Tackle’ shows a regular guy in a checkered shirt and cargo shorts at an LA Rams practice, with a helmet on. A remote tackling dummy follows him around, eventually knocking him on his butt. Cut to star running back Todd Gurley stating that “Playing in the NFL is hard. Playing NFL.com Fantasy Football is easy.
Raiders quarterback Derek Carr is seen in a team classroom with a regular guy. Both are trying to learn the plays mapped out by a coach, the dialogue of which is nearly incomprehensible. The spot, ‘White Board’ shows just how difficult playing in the NFL is, especially when compared to the ease of fantasy football.
The NFL regular season kicks off Thursday, September 6.
See all the spots by clicking on the Creative Works box below.