Ahead of the start of the new season, NFL premium partner Pepsi continues to roll out new content in its ‘Made For Watching Football’ activation platform with a heart-warming short film starring Ryan Shazier called ‘Every Game Is A Home Game’.
The work is based around the idea that for many fans, stadiums are home, so ahead of the 11 September kick-off, Pepsi set out to tell a story about what happens to fans when home is no longer a place they can go.
So the cola brand teamed up with former Pittsburgh Steelers linebacker Shazier to surprise one family of Steelers season ticket holders with their real seats from the stadium. The spot features father and son Tim and Pat who, after a tough year, are looking forward to enjoying the football together again on their regular stadium seats right at home.
Tim attended his first Pittsburgh Steelers’ game over 50 years ago in the late 60’s, when his dad took him to Pitt Stadium for a Steelers’ home game against the Packers, and has had season tickets since the early 70’s. Pat continued the tradition his father started in the 60s, and they have been going to Steelers’ games together for almost 20 years. They both take great pride in being Steelers’ fans and love feeling like they’re a part of a bigger family of other Steelers’ fans.
The campaign was created by agency VaynerMedia where the team was led by Group Creative Director Adam Lock and Creative Directors Todd Bradley and Harrison Barron, with Chief Production Officer Aaron Kovan, Producer Joanne Joseph. VP Group Account Director Anne Flavin, Account Supervisor Gabrielle Marchand and Senior Project Manager Kevin Murga.
The production company was Supply&Demand with Director Gabriela Cowperthwaite (who directed the award winning ‘Blackfish’ documentary), Founder/EP Tim Case, Managing Director/EP Jeff Scruton, Head Of Production Marieta Blaskova, Producer Steve Ross, DP Maryse Alberti, with post production by Cartel, Editor Chris Catanach, EP Laura Bleiweiss, Producer Greer Bratschie and 2nd Editor Matt Berardi.
Outcome:
Since it was posted on 2 September, on the brand’s own social channels alone the spot has notched up 2.1m views on Twitter, plus 103K on Facebook and 17k on Instagram and 14k views on YouTube.
Comment:
‘Every Game is a Home Game’ is a moving piece about family and friends, life and loss, and the thread that football creates between it all – one that we’re sure fans across the country will resonate with, no matter what team they root for.
The short film is the latest initiative in Pepsi’s larger ‘Made for Football Watching‘ (see case study) campaign which spotlights and celebrates the ‘elite’ football watchers around the country and helps bring the stadium experience home to them.
Links:
Pepsi
https://www.facebook.com/pepsi/
https://www.youtube.com/c/Pepsi
https://www.instagram.com/Pepsi/
VaynerMedia
NFL
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