A new ‘We’re All Rivals’ campaign inspired by the new season’s Thursday Night Football match-ups (which are dominated by historic division rivalries), sees the NFL team up with real football fans across the USA to show the passion they have for their teams.
The initiative, developed in harness with creative agency 72AndSunny Los Angeles blends traditional supporter casting calls, plus NFL team call-outs and social media outreach to find authentic fans to front the creative.
Then, during the production process itself, supporters were shot simultaneously in order to enable both sets of fans to hear what each was saying in order to drive spontaneous, real time rivalry and banter.
The spearhead ‘We’re All Rivals Here’ spot debuted on 21 August and promoted the return of Thursday Night Football on NFL Network, FOX and Amazon in September and aimed to drive viewers onine to find out more information at visit NFL.com/TNF.
To film the commercial, the NFL teamed up with lifelong New York Giants fan and famous director Peter Berg (who also directed the NFL’s Super Bowl ‘The 100-Year Game’ spot – see case study) to direct.
Berg, according to the campaign launch PR, was just as much a fan as the actual cast and even sparked debate from behind the camera.
The launch film will be supported by new videos which will roll out ahead of the ongoing matchups, during the regular season.
Comment:
The Thursday Night Football campaign follows on from the NFL’s flagship ‘We Ready’ new season commercial which debuted in mid August (see case study).
Links:
NFL
http://www.nflshop.com/source/bm-nflc…
72andSunny Los Angeles
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