As its new season approaches, the National Football League's (NFL) new youth-focused campaign is designed to underscore the message that there is no "offseason." It features professional athletes, celebrities and teens sharing their on- and off-field experiences, like hanging out at the pool.
Developed with agency Translation, the creative is designed to blur the lines between traditional football regimens and other ways kids enjoy spending their time, underscoring the idea that “there is no offseason.”
The NFL stars participating in this "Handoff Across America" campaign include Landon Collins, Stefon Diggs, Devonta Freeman, Travis Kelce and Marquette King, along with NBA star Nick Young and rapper KYLE.
The spot also features Mac Miller’s song, "Knock Knock."
The campaign includes a :90, :30 and a series of :15-second snippets, as well as videos and Instagram Stories.
In addition, exclusive digital and social content will be shared from @NFLPLayFootball.
Last year, Translation teamed with the NFL to create “Let’s Play Football,” the first integrated campaign for youth football. That campaign kicked off with the short film, “Surprise Yourself,” along with social content featuring a collection of NFL players and events.
The agency also worked with NFL on the Super Bowl LI spot, “Inside These Lines" that was narrated by Forest Whitaker.