Tom Brady and Rob Gronkowski pull of Tampa Bay Buccaneers’ pyjamas for NFL partner Frito-Lay’s season opening spot which leverages anticipation and excitement around the start of the football season.
The Christmas Eve style spoof spot, is narrated by narrated by former running back Marshawn Lynch dressed in a nightgown and cap, seeks to embrace the excitement around the return of football and link it to the magic of the festive season holiday celebrations.
Created by Frito-Lay’s internal agency and directed by Friday Night Lights’ Peter Berg, the 60-second spot was posted on its social channels on 3 September and will debut on TV on 10 September during NBC’s broadcast of the game between the Kansas City Chiefs and Houston Texans.
The ad, which will run throughout the season, also features Dallas Cowboys’ Ezekiel Elliott and Dak Prescott, former quarterback Tony Romo and San Francisco 49ers coach Katie Sowers.
As well as its advertising campaign, the Pepsi-owned brand’s NFL activation programme also looks to bring the in-stadium experience to fans who can’t support their teams from the stands this season through new tech-enabled Tostitos which will play team chants.
These limited edition bags include ‘chip-activated motion sensors’ and are available in 10 team designs – Baltimore Ravens, Dallas Cowboys, Green Bay Packers, Kansas City Chiefs, Los Angeles Rams, Minnesota Vikings, New England Patriots, New Orleans Saints, Seattle Seahawks and Tampa Bay Buccaneers- with coordinated, team-relevant cheers.
Fans can win a bag simply by tweeting @Tostitos using #HomegateHeroEntry (https://www.tostitos.com/).
“We wanted to make sure it was a diverse group and there was also a female factor It’s going to be a cultural moment: I don’t think we will ever have a kickoff like this again,” commented Frito-Lay Senior VP Brands, partnerships & Media Marissa Solis.
“As we thought about what the return of football means to America right now, it symbolizes a return to normalcy. And as we thought about our purpose to bring everyday joys, smiles and comfort, we wanted to capture the magical moment of the first game back.”
Outcome:
On Frito-Lay’s own social channels, the lead spot has generated 101K YouTube views, 209k on Facebook, plus 38K on Twitter and 17K on Instagram.
Comment:
Given the uncertainty surrounding COVID-19, of course anything is possible as it relates to the start of the season. Even if things don’t go as planned, Solis says the company wanted to be sure it was ready for when things do come back. Solis declined to comment on Frito-Lay airing ads in the Super Bowl.
Links:
Frito-Lay
https://www.twitter.com/fritolay
https://www.youtube.com/c/fritolaysnacks
https://www.facebook.com/FritoLay
https://www.instagram.com/fritolay/
NFL
http://www.nflshop.com/source/bm-nflc…
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