SBD/January 4, 2011/Marketing and Sponsorship

NFL Playoff Ad Features Fan Reactions To Saints' Super Bowl INT

NFL Is Running Commercial Featuring A Collage Of Clips From Various Video-Sharing Sites
The NFL "throughout the playoffs" is running a commercial that features clips of fans "in TV dens and bars all over" reacting to Saints CB Tracy Porter's interception return in last year's Super Bowl XLIV, according to Dave Walker of the New Orleans TIMES-PICAYUNE. The spot was the "brainchild of a creative team at the advertising agency Grey New York, who assembled it from clips on various video-sharing sites on the Internet." NFL Creative Producer Jonathan Klein said, "If you look at our work this year, we've really been turning the camera a little bit on the fans, and trying to see the world a little bit through their eyes. It was a visceral reaction we had to the emotions that manifest in these kind of scenarios." Walker notes there is "no narration in the piece," and "minimal explanation." Klein: "We felt that the purity of those experiences and this shared video was more than sufficient to tell a story. You didn't need voice-over, you didn't need title cards, you didn't need graphics. You just needed the sort of innocence of expression. ... The only way this thing works and feels real and authentic is if it's depicted in its true form, and that was as it was." Walker notes Henry David, who shot one of the clips featured in the ad, "agreed to share it further" after being contacted by Grey. David "happily did so, without compensation ... like all the contributors." David jokingly said, "I wish I could've got a tee shirt out of it or something" (New Orleans TIMES-PICAYUNE, 1/4).
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