The NFL is kicking off a year's worth of celebrations for its 100th season with a Super Bowl ad, but this year's spot is "taking an altogether different approach" from recent years, "pivoting away from controversy in hope of changing the conversation," according to Doug Zanger of ADWEEK. The NFL itself "always has an ad" in the Super Bowl, and this year sees "history and humor play crucial roles in the ad." The 100th anniversary commercial "poses the question: What would happen if a football game broke out in the middle of a banquet celebrating 100 seasons of the NFL?" Commissioner Roger Goodell "kicks off the proceedings," and Marshawn Lynch "sets into motion a domino effect that highlights more than 50 NFL legends and current stars." The spot features a "who's who of NFL greats," including Joe Montana, Jerry Rice, Peyton Manning, Eli Manning and Tom Brady, among others. The production schedule for the spot, which was shot over three days, is an "interesting story on its own." 72andSunny, L.A., which handled the spot, "didn't win the business" until Dec. 5. The theme of the ad is to "begin celebrations" for the 100th season, but "subtler but equally essential messages" are also woven into the spot. The ad is an "effort to appeal more directly to women and to a younger demographic." Twitch streamer Ninja "has a cameo." NFL CMO Tim Ellis said the league has "never done anything" like this ad (ADWEEK.com, 1/27). THE HOLLYWOOD REPORTER's Patrick Shanley noted the NFL100 celebration will be "promoted during offseason events" such as the NFL Combine, NFL Draft and HOF induction ceremony (HOLLYWOODREPORTER.com, 1/27).
NEW-AGE GAMEPLAN: In this week's SPORTS BUSINESS JOURNAL, Terry Lefton noted Ellis, who joined the NFL last fall, is "breaking the mold" by not releasing the full ad before the Super Bowl. The full ad "won't be seen" until the game itself, after "some social media hype." Ellis said another new direction will be focusing on the "helmets off" passion points of NFL players. He said that those include music, gaming and fashion, and "using them as connective tissue." Ellis has instituted a "reorganization" to underscore the NFL's "re-engineered marketing approach." The league now has "three marketing 'pillars':" the brand and consumer marketing group; the marketing strategy and science group; and the "influencer marketing group charged with social media, influencer marketing, player and club marketing" (SPORTS BUSINESS JOURNAL, 1/28 issue). Ellis said that he sees "tremendous potential" as social media and streaming content continue to "'provide a platform" for NFLers. ADWEEK's Zanger noted it is a "wide digital field on which to play," which brings players "even closer to fans." Some players have "proven to be naturals when it comes to self-promotion." Ellis said that giving viewers access to the individual athletes is "what will help push the league forward" (ADWEEK.com, 1/27).
