“For the past few years, we felt a responsibility to leverage the power of the NFL to bring people together with our season kickoff campaigns. But this year, it felt appropriate to let loose and have fun,” said Zach Hilder, executive creative director at 72andSunny L.A. “Also, we wanted to highlight the entertainment value of NFL football. The NFL is so much bigger than players and plays. The storylines are epic. The plot twists are sometimes almost unbelievable. We tried to remind fans of that without being heavy-handed. Plus, we wanted to see Justin Fields pitch the idea of swapping his legs for wheels. I mean, who doesn't want to see that?”
Glenn Cole, co-founder of 72andSunny, said he and Hilder first talked about the idea of a “Scripted” campaign back in February. “NFL fan culture and NFL meme culture share a fun obsession with scripted storyline conspiracies. Even the athletes love to play with it,” Cole said. “So when the new season approached and our objectives became clear, we leaned into it. We knew we had the right idea when we pitched it to the players. DK signed on before he even saw the script. Tim [Ellis] pitched Mahomes, the Kelces, and Kirk Cousins who fearlessly leaned into it. Just look at Kirk. Fearless!”
The campaign breaks tonight (Aug. 24) during a preseason Thursday Night Football matchup between the Philadelphia Eagles and the Indianapolis Colts on Amazon Prime Video. The NFL’s 104th season opener is happening Sept. 7, when the Detroit Lions (Keegan-Michael Key’s longtime favorite team, as it happens) play the Super Bowl champion Kansas City Chiefs on NBC.
Last year’s NFL kickoff spot, also from 72andSunny, featured an epic pep rally and starred players including Metcalf, Derwin James and Cam Jordan, along with rappers Lil Wayne, Saweetie and Pusha T.