NFL Super Bowl Ad Opts for Heartfelt Message Over Star Power

The NFL is taking a different approach for its Super Bowl commercial this year, opting for a deeply resonant message about the impact of youth coaches rather than relying on celebrity endorsements. The ad, titled "Champion," focuses on a young boy inspired by his coach, highlighting the profound influence of mentorship.

Key Takeaways

• The NFL's Super Bowl ad "Champion" sidelines celebrities to focus on the importance of youth coaches.
• The ad features a young boy inspired by his coach, emphasizing "belief is a superpower."
• This strategy follows the success of last year's "Somebody" ad, which boosted positive perceptions and mentorship.
• The NFL aims to highlight positive role models, whether they are star athletes or community coaches.

A Shift in Strategy

For Super Bowl LX, the NFL's 60-second spot, "Champion," airs just before the halftime show, deliberately leaving out A-list celebrities and even downplaying brand partners. Instead, the narrative centers on a young boy, Brayon Cutrer, who delivers a speech to his toys, mirroring a powerful message he received from his coach, Dushaun Thompson. The ad concludes with the tagline "belief is a superpower" and a tribute to coaches.

This creative direction, developed with longtime partner 72andSunny, is a strategic move inspired by the success of last year's "Somebody" ad. That campaign, which featured players encouraging children with positive affirmations, significantly improved perceptions among non-fans and casual viewers and led to a substantial increase in mentorship opportunities for Big Brothers Big Sisters.

The Power of Coaches

NFL CMO Tim Ellis explained the rationale behind "Champion," stating, "We have been talking about the power of coaches and how they really change kids’ lives, not only on the field, but off the field, and in many aspects, for their entire life." The goal was to create a concept that celebrates coaches and illustrates their life-altering impact on young people.

The decision to exclude celebrities presented a unique challenge, requiring an exceptionally strong execution to capture attention. "We're not going to have a celebrity. We're not going to have any players in this thing. So that means this thing has to absolutely rock," Ellis noted. The production team committed to a quiet yet powerful moment, trusting that a young boy and an unknown coach could carry a 60-second Super Bowl commercial.

The Casting Challenge

Finding the right talent was an intensive process, involving five to six rounds of auditions across the country to find the perfect child and coach. The team debated performance, authenticity, and gravitas to ensure the ad's emotional core was strong. "It was nerve-wracking. We knew that was going to be make or break," said Glenn Cole, co-founder of 72andSunny.

A Unified Campaign

"Champion" is part of a larger campaign that includes a 30-second version of "You Are Special," which originally aired during Weeks 15 and 16. That ad features athletes like Michael Strahan and Christian McCaffrey singing with children from various youth organizations. The NFL views these ads as a "three-act story" designed to be interrelated and to "unite the living room."

Collectively, these ads support the NFL's Inspire Change program, which has committed over $460 million since 2017 to initiatives focused on education, economic advancement, police-community relations, and criminal justice reform. Ultimately, the NFL's Super Bowl campaign aims to spotlight positive role models, reinforcing the idea that anyone can be a positive influence in their community.