On September 5, the NFL will kick off its 100th season. To get fans geared up, the league has debuted this stirring film playing up the anticipation for the centennial event. It features vignettes of NFL players, fans, and other notable athletes and pros appearing laser-focused, buried in thought and staring fiercely at the camera, as if there’s serious business to come. Music is the thread that joins each scene—the subjects all sing Archie Eversole's 2002 tune "We Ready" featuring Bubba Sparxxx, which had previously featured in last year's NFL playoffs spot that had been based on a viral high school football video. The song is a twist on the classic pop hit “Na Na Hey Hey Kiss Him Goodbye.”
The stars of the spot include Houston Texans quarterback Deshaun Watson; running backs Alvin Kamara of the New Orleans Saints, Todd Gurly of the L.A. Rams and the Carolina Panthers’ Christian McCaffrey; wide receivers DeAndre Hopkins of the Houston Texans, the Cleveland Browns’ Jarvis Landry and the New York Giants’ Sterling Shepard and Washington Redskins safety Landon Collins. The ad also features passionate fans of various teams, all-female team the Los Angeles Bobcats and inspiring high school football coach Rob Mendez, who has led his team to victory despite being born without limbs.
The spot was created out of 72andSunny Los Angeles and directed by Stuart McIntyre via Somesuch. It’s running today on the NFL Network, NFL and athletes’ social channels and will make its broadcast debut tonight.
The intense anthem is a bit of a departure from the NFL’s lighthearted AdMeter-winning Super Bowl spot “The 100-Year Game,” which featured a star-studded, calamitous black-tie event.