When NBCUniversal set out to launch Peacock in just 15 months, it needed talent, data and infrastructure to pull it off. Accenture provided much of that, and the IT giant has now released an epic commercial celebrating its success in scaling the streaming service—using a football theme to do so, since NFL games were the ultimate test of Peacock’s reach and stability.

A 90-second spot from Droga5 and director Francois Rousselet takes place at a football game, where the quarterback launches a pass—which leaves the stadium and travels improbably around the country. This is a metaphor for Accenture helping Peacock to scale viewership across the U.S.—as it did last January when Peacock livestreamed the NFL’s AFC Wild Card Game. (The creative has echoes of Nike’s famous “I Got It” spot from the early ’90s, where Ken Griffey Jr. ran down an epic fly ball.)

Also read: Accenture Song hires new head of AI

The spot’s theme is “Reinvented with Accenture,” and it points to a Peacock case study at the end. The campaign also launched around NFL content, premiering as part of a special segment during the Sept. 6 game in Brazil, which aired exclusively on Peacock. This campaign will continue to air across the NFL Network and Peacock throughout the football season.

“This was a unique production,” said Giancarlos Rodas Garay, executive creative director at Droga5. “We shot this across the country in multiple states and 17 locations to showcase real people—not actors—who represent the variety of football fans unified by their love of the game.”

More Creativity coverage from Ad Age:

• See this week’s top 5 campaigns.
• How consumers feel about AI in ads.
• Inside the design of CosMc’s, the McDonald’s spinoff.
• RIP, Jim Riswold.
• Meet the most client-y client ever.
• The best ads of 2024 (so far).
• 15 hidden gems among the Cannes Lions winners.

Sign up for our daily Creativity newsletter to see the best stories of the day.