This is genuinely beautiful work from 72andSunny. Quietly powerful, emotionally precise, and confident enough not to shout. With “Champion,” the NFL delivers one of its most moving Super Bowl brand films in recent memory, choosing restraint over spectacle and meaning over celebrity. The decision to center the story on a youth coach, rather than a star athlete, feels both intentional and deeply earned.
By opening on a child practicing a speech to his action figures, from Marvel’s Venom to the Fantastic Four’s Ben Grimm, and then revealing the source of those words on the field, the film captures something universal: how belief is learned before it’s ever performed. The moment lands not because it’s flashy, but because it’s true. When the spot closes on “Belief is a superpower. Thank you, coaches,” it feels less like a tagline and more like a sincere expression of gratitude.
What makes “Champion” especially striking is what it leaves out. There are no cameos, no cinematic tricks, no reliance on nostalgia or spectacle. Instead, the film trusts the audience to recognize the power of a single voice telling a kid they matter. That confidence elevates the work.
The Captain America shield doesn’t hurt either. It’s a reminder that the NFL’s reach is most impactful when it shines a light on the people who shape the game long before the stadiums, cameras, or contracts arrive. Watch below:
Paired with “You Are Special,” the league reinforces that same emotional throughline. Drawing inspiration from the warmth and reassurance of Mr. Rogers, the spot feels gentle without being sentimental, uplifting without being preachy. Seeing Michael Strahan, Cam Heyward, and Christian McCaffrey alongside kids from Inspire Change partner organizations underscores the message that leadership starts with being seen, supported, and encouraged. The choice of music and the collective singalong give the film a communal feeling that mirrors the values it’s promoting.
Together, these two spots form a rare Super Bowl moment that feels grounded, human, and purposeful. They don’t just celebrate football; they celebrate the unseen work that makes football and life possible. It’s a reminder that the league’s most enduring impact may not be measured in yards or championships, but in the quiet confidence passed from a coach to a kid who learns, perhaps for the first time, to say, “I am a champion.”
This spot is a champion.
CREDITS:
BRAND: NFL
AGENCY: 72andSunny
For more Super Bowl coverage, click here.
REELated:
The NFL focuses on the power of being seen in Super Bowl teaser
