The National Football League (NFL) and creative partner 72andSunny are teaming up again for the league’s Super Bowl 59 commercial.
The NFL did not provide details on the spot.
72andSunny produced the League film Super Bowl ads since 2019. The agency also played a key role in its “helmetless” marketing strategy, which reveals the faces of players and alumni and has them interact with celebrities and rookie athletes on screen.
“Part of the helmetless strategy is not only showcasing our players as human beings, but also making the league accessible and inclusive,” said Marissa Solis, vice president of global brand and consumer marketing for the NFL, at ADWEEK in August.
72andSunny’s first collaboration with the league celebrated the NFL’s 100th anniversary by filling its place with league legends chasing a ball in a banquet hall. At the end, high school soccer player Samantha Gordon picks up the ball and runs with it.
In subsequent Super Bowl commercials, the NFL and 72andSunny explored themes of inclusion: handing over the ball to a young and diverse, tested against the pandemic, technologically savvy generation of fans.
The advertisements were also aimed at women, who constitute 47% of NFL fansaccording to Commissioner Roger Goodell, as a key audience for the future by handing the ball to a professional flag football player Diana Flores in 2023 and turning its advertising into a year-round campaign that propelled flag football around the world. 2028 Summer Olympics.
72andSunny and the NFL also launched season kickoff ads with Keegan Michael Key And athletes from around the world.
“We’re capturing things that happen authentically in sports, not just creating moments for the sake of a commercial,” 72andSunny creative director Jason LaFlore told ADWEEK ahead of the season’s kickoff. the NFL.
This year’s Super Bowl ad will follow a place in 2024 which focused on academies and NFL games around the world. As the league plays its first regular season games in Madrid and Berlin next year, a global view of the world will likely still be part of the game plan.
“We’re trying to infuse real soccer culture into the ads you see, so whether it’s women playing, people playing in Japan or people playing all over the country, it’s about just trying to show the inclusiveness of football itself and how it reaches a little bit of everything,” LaFlore said.
