The NFL is the biggest professional sports league in America and top-grossing sports league in the world. However, in this world that’s fueled by culture-induced conversation, modern partnerships, athletes who are brands themselves, and evolving game rules, organizations like the NFL are turning towards a different playbook and utilizing the heart of the game to drive the future of their business. Despite the media frenzy surrounding the league we decided to shift the focus back to celebrating the game and the players (past, present and future) that make football, football. To do so, we recreated iconic sports moments, highlighted infamous personalities, and put a spotlight on those who are writing the future of the game. Doing this helped remind everyone why they love football and gave America’s favorite sport the celebration it deserved.

At its core, the film is a celebration of what American football fans love about football: the players and the iconic plays they’ve made. The 44 NFL athletes (most ever in a commercial), first female league referee (Sarah Thomas) and teen female football phenom (Sam Gordon), featured unite six-generations of fans across the country. By highlighting the personalities and historical moments celebrated in the game, the film reminds football fans that nothing exhibits more entertainment, drama and fun than the game of football.

The Super Bowl is the biggest media moment in America. The rare 2-minute Super Bowl film aired at the peak of viewership, moments before the half-time show and featured legendary athletes to unite fans, young and old. Airing to 98+ million American viewers (with additional airings internationally), the film featured 44 NFL athletes that united six-generations of fans across the country, reminding them that nothing exhibits more entertainment, drama and fun than the game of football. In addition to playing to millions of fans at home, the jumbotron within the stadium aired the film in-full as the precursor to the game’s half-time show.

After it aired, the spot eclipsed the excitement of the actual game, garnering praise from fans, celebrities and even the NFL’s often harshest critics, with 93% positive sentiment. Even athletes from other sports, like NBA superstar LeBron James chimed in, stating it “got me so hyped I wanted to be in it too!”

With the help of a comprehensive social rollout plan, utilizing our ecosystem of NFL teams, players and influencer fans, the film amassed 4.4 billion overall impressions and 2.1 billion impressions for #NFL100. The 100-year Game was the number one spot in the Super Bowl amongst fans of all ages, (winning the USA Today admeter) and set the stage for the biggest year in NFL history.