Entertainment Marketing: Movies, TV, Music and Gaming Advertising EA Sports

DJ Khaled crashes star-studded EA Sports Madden NFL 20 promo


By Kyle O'Brien, Creative Works Editor

July 25, 2019 | 3 min read

EA Sports is using a group of NFL stars and musician to pump people up for the release of Madden NFL 20.

DJ Khaled for Madden 20

DJ Khaled for Madden 20

‘Bring It In’ is a 60-second campaign film that creates a star-studded, pre-game huddle. Chiefs QB Patrick Mahomes enters and riles up the group to start the huddle. Then, additional athletes and celebrities join in, including football players JuJu Smith-Schuster of the Pittsburgh Steelers, Alvin Kamara from the New Orleans Saints. For some reason, rapper Lil Yachty shows up in the huddle, then DJ Khaled rides in on a waverunner.

The new campaign was created by agency Johannes Leonardo and includes a series of digital, social and broadcast executions that will be in-market beginning in late July, coinciding with the game release on August 2. The campaign then will continue to roll-out with additional executions throughout the year.

The Madden NFL franchise is one of the most anticipated gaming releases of the year and a staple for EA Sports.

The promo is meant to show that Madden NFL 20 isn’t restricted to football players or people in the athletic community, but every-gamer “interested in impacting culture at large,” according to a release. The video ends with the tagline, “Stardom is in your hands.”

Johannes Leonardo creative director Omid Amidi said: "Madden 20 allows a culture of gamers to achieve superstardom in a myriad of ways. For this year's campaign, it was important for us to bring together a collective of cultural icons to showcase how gridiron greatness is within everyone's reach – whether you are a superstar athlete, a hip-hop visionary, or an everyday gamer."

Vote for the campaign by clicking on the Creative Works box below.

Electronic Arts: Bring it In by Johannes Leonardo

By Electronic Arts

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Entertainment Marketing: Movies, TV, Music and Gaming Advertising EA Sports

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