For this campaign, Ellis found himself on a red carpet in Los Angeles in mid-July, pitching Mahomes just before the premiere of his Netflix series The Quarterback. While he was there, he approached the Kelce brothers and Cousins about the project, even getting the Kelces’ mother, Donna, to make a cameo. While acknowledging that Mahomes’ multiple sponsorship commitments leave him little free time and make him “not an easy guy to even talk to, much less get him to come work with you,” Ellis said it was worth the effort for one of the spots’ better jokes (aimed at “the Mahomes character”) and the campaign’s overall health.
In a campaign filled with NFL stars, it was Key who proved one of the most crucial pickups. Key had hosted the NFL Honors in 2017 and 2022 and was featured during last year’s Hall of Fame induction ceremony, making him, in Ellis’ words, “a friend of the family.”
Key had discussions with both the NFL marketers and 72andSunny about how he envisioned his role and took part in the editing process, but also brought a lighter tone to the set that Cole said “permitted players to just kind of be silly.” He had a strong dialogue with players, made them feel comfortable and, along with his wife—actor and producer Elle Key—helped players find the right level of on-camera energy.
“Any idea that came from him, we were confident we wouldn’t have to explain why that’s not an NFL thing, and we never had to,” Cole said about Key, who also be at the league’s kickoff game in Kansas City on Sept. 7. “It sounds like a small detail, but that can be hours on set trying to correct somebody who’s not in the know.”
Director Aaron Stoller and production company Biscuit—who Cole had worked with on an improv-laden ad for Google featuring 2Chainz and Awkwafina—rounded out the group and gave the set its NFL Films-soundstage look and “Succession as a film” feel.
“I really appreciate the sophistication of it,” Cole said. “His approach was, ‘Well, if we’re gonna do this, we gotta treat it like it’s real and elevate it.’”
Part of the plan
This campaign represents one side of what Ellis calls the NFL’s two-pronged marketing strategy of the last five years.
Balanced by a marketing program that positions the NFL as a “force for good” that gives back to local communities, campaigns like the more game-focused “You Can’t Make This Stuff Up” position the NFL as an escape. While the NFL has long been a dominant force in linear television, its marketers are aware that both loyal and casual fans face myriad competing entertainment options that aren’t necessarily sports.
