‘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."
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