Inclusive NFL spot starring Justin Jefferson inspires young people to try flag football

On Monday, the NFL released a youth flag football campaign, ‘Let’s Play,’ starring Minnesota Vikings wide receiver and newest Global Flag Football ambassador Justin Jefferson to celebrate Play Football Month in August.

Designed to inspire all young people to play the sport, the film shows real-life students playing a game on a high school field. At one point, Jefferson jumps on the intercom to galvanize players who may be “too bold,” “too loud” or “not loud enough.” In retaliation, the kids up the ante on the field, showing how fast-paced, competitive and fun the game can be. Meanwhile, the hit track Superhero by Metro Boomin plays in the background.

NFL data suggests that flag football is not only the most egalitarian form of football, but also one of the fastest-growing sports disciplines in the world, and played by over 20 million people in more than 100 countries.

“Flag football is the most inclusive and accessible version of the sport. It’s a game that is fast-paced, full of athleticism and grit, dynamic in nature, and currently played by people of all ages and genders, so we wanted to highlight a new, creative way to talk about flag by leaning into those attributes,” Sarah Bishop, vice-president of brand and consumer marketing at the NFL, told The Drum.

”Simultaneously, we wanted to spotlight the next generation of youth players alongside a current NFL superstar (and Global Flag Ambassador), celebrities, influencers and creators to showcase the sport’s connection to culture.”

The campaign, created with Heart & Hustle Productions, is running across TV, digital and social.

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