Lisa Baird, senior vice president of consumer products and marketing integration for the NFL, made the announcement during an Advertising Week panel Thursday.
Following the rule of three, the NFL joins game sponsors Doritos and General Motors in welcoming consumers to conceptualize a spot that will then be developed by the client.
Brian McCarthy, a spokesperson for the NFL, confirmed the league is finalizing plans to "launch a contest in which fans are invited to pitch us on their idea for an NFL-themed spot." The commercial will air during the Super Bowl as part of the NFL's advertising time in the game.
McCarthy said more details about the contest would be revealed in October.