The NFL has just launched an inspiring new campaign for the 2024 season, ahead of the kickoff on September 5, declaring a "Football Country" mindset.
Led by creative agency 72andSunny, the one-minute spot titled "Kickoff" features a diverse cast of NFL fans, football players, and guest stars that highlight the American sport.
Aside from big names like Stefon Diggs and DeMarcus Lawrence, the ad also stars football YouTuber Deestroying and Haley Van Voorhis, the first woman to play in an NCAA football game.
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According to NFL CMO Tim Ellis, the spot aims to convey the universal joy of the game along with the massive hype of the sport's return.
He further emphasized the 2024 season's significance in a statement, calling it the "biggest kickoff weekend ever."
By hyping up its new season with a spot made with real fans coupled with big names in the industry, the NFL is strengthening its brand identity and widening its reach by building rapport and excitement with its audience.
The NFL not only shows what goes on in its fields but also how people play the game in real life all over the world, reinforcing the love for the sport itself — a "football country" mentality that's not localized to a place.
United by Football
The spot opens with a solemn chant from the Lahainaluna High School football team, a nod to the positive community impact of football after the deadliest U.S. wildfire in a century devastated Maui just a week ago.
"Aight boys, remember who we are and who we represent. It's not about a place, it's about a people," a player says during his pep talk.
The commercial gets increasingly hyped, as the ad quickly cuts to flag football up-and-comer Makena Cook, the Tampa Bay Buccaneers wheelchair football team member Jason Kelce, and a host of other recognizable faces.
With a simple chant of "woo," the spot unites football fans everywhere, from Brazil to Japan, in an energetic celebration of the sport.
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After triumphantly declaring that "this is football country," the spot ends with a hilarious scene of a Giants-loving family expressing disappointment in their young daughter, who comes out of her room in an Eagles jersey to support NFL star Saqon Barkley.
The campaign will roll out gradually, with additional spots expected to be released as the season progresses.
The NFL recently made waves along with other major sports leagues by partnering with Reddit to bring more content to the platform.
Editing by Katherine 'Makkie' Maclang
