The NFL was looking to expand their audience by highlighting the human side of the NFL. One of the key insights was that players are kind of invisible under their padding and helmets, and people wanted to know more about the men under the helmet.
NFL Super Ad was a fully integrated marketing campaign that extended across linear, digital, social and events, featuring players from every team of the NFL pitching their ideas for the NFL’s next Super Bowl Commercial.
The winning pitch was determined by an online fan vote, with over 1 million fans voting for their favorite stories for a chance to win a trip to the big game.
Results: Over 1MM fans voted for their favorite stories, over 40% were women. Another 100M consumers watched the final ad, directed by NFL filmmaker, Joe Pytka, that aired during the Super Bowl Game.
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