The Castrol program is the most extensive example of NFL Films' emergence as a veritable ad and promotions agency for interested NFL sponsors.
NFL Films is assisting Hal Riney & Partners, San Francisco, in creating an upcoming three-spot ad campaign for Sprint Corp., the NFL's $30 million-a-year telecommunications sponsor. And it's working with Nike and Miller Brewing Co. agencies on upcoming vignettes for airing in NFL telecasts.
The "NFL Drive Hard" promotion, which begins in late August, will offer consumers a choice of two home videos, produced by NFL Films exclusively for Castrol, when they mail in proofs-of-purchase.
To support the offer, NFL Films has produced a spot featuring Green Bay Packers quarterback Brett Favre, as well as 5-second tags that will be attached to existing ads created by Castrol agency Hampel/Stefanides, New York.
NFL Films has also produced a TV special that Castrol will sponsor. The TV program combines parts of the two videos. It will air via syndication Oct. 3 to 19.