The NFL teamed up with musician and league endorser 2 Chainz for a new spot called ‘Whose Back You Got?’ which seeks to build excitement around the Playoffs in the lead up to Super Bowl 56.
The ad is a spirited celebration of the NFL fan communities that support their teams as they vie for the opportunity to win the Super Bowl LVI and sees 2 Chainz encourage viewers to be ready for the NFL Playoffs and to figure out ‘whose back you got?’ this post-season.
Initially launched on 10 January on the rapper’s personal social channels, the commercial was then amplified across the NFL’s online platforms and via its media partners across TV and digital. The spot aired through the Playoffs as teams competed to reach Super Bowl LVI (which is to take place on 13 February at the SoFi Stadium in Inglewood, California).
— Tity Boi (2 Chainz) (@2chainz) January 10, 2022
The commercial features game-time clips of teams, players, fans and firefighters, plus fans and community rallying cries with images of all the Playoff teams and selected star players from each franchises: including AJ Brown, Aaron Rodgers, Atlanta Falcons, Buffalo Bills, Dak Prescott, Dallas Cowboys, George Kittle, Green Bay Packers, Jalen Hurts, Jalen Ramsey, Joe Burrow, Josh Allen, Kansas City Chiefs, Kyler Murray, Los Angeles Rams, Matthew Jurdon, Micah Parsons, New England Patriots, Patrick Mahomes II, Philadelphia Eagles, Tampa Bay Buccaneers, Tom Brady and Tyreek Hill.
“I ran into 2 Chainz in a club about 20 years ago and started talking to him. It’s been very exciting watching him blow up in the years since we originally met,” commented Directors Michael Kuhn and Niles Roth on helming the spot. “So, directing him in this spot with Niles [Roth] feels like we’re closing the circle on that first interaction, so to speak. 2 Chainz has such an energizing presence and it made the set feel like an exciting pregame for the playoffs, which is a feeling – we hope – the spot evokes with the audience.”
The campaign was created for the NFL by agency 72andSunny where the team included Co-Founder & Creative Chair Glenn Cole, Executive Creative Director Zach Hilder, Creative Director Ryan Dols, Senior Designer Fernando Pino, Senior. Writer Marc D’avignon, Group Production Director Nicole Haase, Senior Producer Jackie Omanoff, Group Brand Director Shane Chastang, Brand Director Katie Martin, Brand Manager Fontaine Bland, Executive Strategy Director Kelly Schoeffel, Communications Director Kristin Barker, Communications Strategist Tim Southerland and Senior Partnerships and Legal Manager Casey Brown.
The production company was Greenpoint Pictures with Directors The Hudson Dusters, EPs Trevor King and Tatiana Rudzinski, Head Of Production Karen Berkowitz, Producer Kathleen Handwerk, Associate Producer Lexy Leeds and DP Zak Mulligan.
The media agency was OMD with edit and finish handled by Uppercut, music by Human, audio by Lime and Colour by Grade 3.
The commercial launched in the same week that 2 Chainz released his new single and video ‘Million Dollars Worth of Game’ (featuring 42 Dugg) featured on 2 Chainz’s forthcoming album ‘Dope Don’t Sell Itself’.