The National Football League (NFL) is premiering a new multi-platform ad campaign, ‘Get Ready to Celebrate,’ to kick off the new season of Sunday Night Football, and it has enlisted some celebrity ‘coaches’ to help the players get even more creative with their post-touchdown celebrations.
The campaign, created by Grey New York, hones in on the popularity of the touchdown celebrations sweeping the league and looks to up the ante with Hollywood celebs.
In Sunday's debut spot, one unlikely coach, Andy Garcia, is enlisted by Todd Gurley of the Los Angeles Rams. Garcia utilizes his tough guy image, complete with mysterious burner phone and slightly paranoid demeanor, to offer some simple musical advice for the running back's touchdown performance – a touchdown version of the Hokey Pokey.
In another, JB Smoove teams up with Christian McCaffrey of the Carolina Panthers. Smoove’s fast-talking monologue offers an elaborate take on making the running back a panther, jumping on the goal posts with cat-like agility and staying there until the game is over. The commercial will air online and in-game later in the season.
Sam Howard, director of NFL advertising, said: "Celebrations have become something our fans look forward to, something new to savor after a score."
Other new commercials will feature even more celebrity coaches helping players crack their celebrations as the season unfolds. The integrated campaign, part of a broader league and media effort focusing on the joy of touchdown celebrations, includes online video, social media, public relations and team activations as well as network television. Social videos feature the unique dances of each player, including Ajayi’s elaborate ‘Philadelphia Cheesesteak’ dance.
A teaser ad, already airing, is a tribute to players who use their precious free time to up their celebration game. The spot features Jay Ajayi (Philadelphia Eagles), Christian McCaffrey (Carolina Panthers), Todd Gurley (Los Angeles Rams) and DeAndre Hopkins (Houston Texans). It’s an effort by the league to win over fans by featuring the lighter side of the game and spotlighting the young personalities behind the facemasks.
Last season’s campaign also focused on celebrations, with the NFL's ‘Dirty Dancing’ parody starring Odell Beckham, Jr. and Eli Manning. The commercial aired during Super Bowl LII.