Veteran Players Advise Incoming Rookies In NFL Draft Commercials
The NFL has a "new batch of commercials" for this week's Draft, which highlight "current players who are mentoring draftees," according to Katherine Fitzgerald of the ARIZONA REPUBLIC. The NFL partnered with its new lead creative agency 72andSunny, L.A., to develop a campaign that "draws on the star power of veteran players while looking to the future." Cardinals WR Larry Fitzgerald is "one of the players featured," and he has a message for Ole Miss WR D.K. Metcalf. Oklahoma QB Kyler Murray is another recipient of advice, as Cowboys QB Dak Prescott "brushes away concerns about size." Texans QB Deshaun Watson also gives advice to Alabama RB Josh Jacobs. The mentors also include one retired player: former Steelers WR Hines Ward (AZCENTRAL.com, 4/22).
BEHIND THE SCENES: NFL Senior Dir of Social Content Dave Feldman, who is profiled in today's Social Studies, said the campaign is "really important" to NFL CMO Tim Ellis. Feldman: "It's all about bridging generations." Feldman noted both Watson and Jacobs "had rough childhoods and overcame similar challenges." One other mentor pairing is Browns WR Jarvis Landry with Oklahoma WR Marquise Brown. Feldman: "We want to show these players as people first" (Preston Bounds, THE DAILY).