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National Football League
Super Bowl Babies

RAN IN: North America

CLIENT
National Football League

Dawn Hudson, Chief Marketing Officer
Jaime Weston, SVP, Marketing, Creative & Branding
Sam Howard, Advertising Producer

AGENCY
Grey New York *Lead Agency

Andreas Dahlqvist, Chief Creative Officer
Leo Savage, Executive Creative Director
Jeff Stamp, Executive Creative Director
Joe Mongognia, Group Creative Director
Patrick Conlon, ACD/Copywriter
Will Gardner, Art Director
Benjamin Michaels, Senior Strategist


SUMMARY

The National Football League, in the wake of negative attention, got people to fall back in love with football. An epic love song gave birth to “Super Bowl Babies,” showing the unexpected link between 50 years of Super Bowls and the…more intimate events…that followed. This phenomenon took over the Super Bowl ad conversation, earning 4.4 million views in under 2 weeks, along with 1.56 Billion earned media impressions. What started as a data point about families grew into a new way for people to love, appreciate and celebrate football.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: BRANDED CONTENT;DIRECT;Email;INTERACTIVE/ONLINE;Digital Video;PR;SOCIAL MEDIA;TV;Branded Content (TV);Spots (TV)

Audience: The scope of this work, focused around the Super Bowl, was vast, reaching an enormous group of Americans of all gender, race and age.

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English