In a new campaign for the NFL's Thursday Night Football, nothing is more important than watching the game. Even giving birth.

One of two new comedic spots, representing Goodby Silverstein & Partners' first work for the brand, features a woman in labor. As things progress, she heaves herself across her hospital room to a chair. You might think she's going to use it to get in a better position to push, but in fact she's gone to turn on the TV screen for Thursday Night Football.

Another cleverly-scripted ad sees a team of offfice workers on an evening telephone conference call. Only, their comments relate not to the tedious-sounding work project, but to the game they're all watching on their individual screens -- that is, before they retire to the bar leaving the boss still gabbling via speakerphone.

"Thursday Night Football needed to differentiate the franchise, capture a broader audience, go younger, and show how no matter when life's moments happen, when the game is on, it's on," says Julie Haddon, senior vice president of marketing for NFL Media, in a statement.

Aaron Stoller of Biscuit directed the spots, which do a snappy job of promoting the show as a must-watch.