We’re not only at the precipice of another NFL season, but Flag Football and Youth Tackle season has also started. Peyton and Eli Manning – acclaimed former NFL football quarterbacks, brothers and members of the Manning football dynasty – star in a new “Play Football” campaign, a fun and humorous initiative to promote the League’s youth program, NFL Play Football.
The campaign comically compares past perceptions of football with what the game is like for kids today while promoting registration for youth flag and tackle football.
Created by 72andSunny, the campaign comprises three short films – “Conditioning,” “Sheriff” and “Respect” – feature the Super Bowl-winning quarterbacks alongside young flag and tackle football players. In each spot, the past perceptions of football – characterized as Peyton’s era, which was all about the grind, toughness and a “blood, sweat and tears” mentality – contrast with the present emphasis on creativity, inclusivity, self-expression, having fun and playing loose – embodied by Eli.
Specifically, Peyton “The Sheriff” Manning stars as a fictitious Official NFL Ambassador to Youth Football, teaching kids the game the old school way, while Eli plays the role of his way cooler younger brother. With help from the kids, Eli teaches Peyton that he may know a lot about football but understands little about “the youths” today. Watch below:
“Football has played a big role in my life, and it’s important to me to ensure that girls and boys of all ages get the opportunity to participate,” said NFL Legend Eli Manning. “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.”
A champion of youth football throughout his career, Peyton was a true creative partner in the “Play Football” campaign. He fed into the creative development process prior to production and throughout filming, always emphasizing the importance of growing the next generation of players. Peyton’s son even has a cameo in the campaign to literally connect the past and the future within the Manning family.
The NFL celebrates youth and high school football year-round. Through camps, activities, NFL Flag and tackle leagues, its Play Football initiative provides a fun, engaging experience for players of all ages and skill levels, equipping young people with key life skills that are building blocks to success on and off the field.
“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. “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.
BRAND: National Football League (NFL)
CREATIVE AGENCY: 72andSunny Los Angeles
PRODUCTION: M SSNG P ECES
DIRECTOR: Conor Byrne
EDIT: Cabin Editing Company
MIX: LIME Studios
FINISHING: Shape + Light