Peyton and Eli Manning embody old-school and modern attitudes to football in a humorous new campaign promoting the NFL's youth program, NFL Play Football.

Coming ahead of the new season NFL kickoff, the ads, by 72andSunny, see the famous brothers alongside young flag and tackle football players. In each spot, Peyton Manning plays an old-school coach called "The Sheriff" who embodies past perceptions of football, which was all about the grind, toughness and a “blood, sweat and tears” mentality. Meanwhile, Eli plays the part of a cooler (although perhaps trying too hard) younger brother, reflecting the modern values of creativity, inclusivity, self-expression, having fun and playing loose. The spots were directed by Conor Byrne of M ssn g P eces.

In fact, both Mannings played a central part in developing the campaign: a champion of youth football throughout his career, Peyton Manning fed into the creative development process prior to production and throughout filming, always emphasizing the importance of growing the next generation of players. His son has a cameo in the campaign to connect it to the future of the Manning family, too.

Meanwhile, Eli Manning said in a statement: “Pickup games and flag football were the ways I first started playing and remain some of my best memories, so I was happy to join with the NFL in highlighting those aspects of the game in this campaign.”

“Peyton and Eli are the perfect duo to star in this campaign because they bring a unique humor that effectively showcases the evolution of the game and just how fun and inclusive football has become,” said Marissa Solis, SVP global brand and consumer marketing at the NFL, in a statement. “An ongoing part of our strategy is to keep the image of the brand fresh, and these videos are not just meant to connect with our young fans and youth players, but really highlight how integral they are to the future of the sport.”

The campaign will run throughout the upcoming NFL season in-game and on primetime, as well as on social and online across North America.