• by Fern Siegel , February 17, 2023

As the critics sift through the success or failure of Super Bowl ads, one of the more inspirational spots celebrates women in sports.

The NFL’s “Run With It” campaign promotes women's Flag football and its reining star: Diana Flores.

The final two-minute Super Bowl spot lives on the NFL’s social channels on YouTube, Instagram, Twitter and Facebook.

Flores is the Mexico Women’s National Flag Football team QB and the AFC offensive coordinator at the Pro Bowl Games. She’s been a member of the team since joining in 2014, at 16.

The lively creative,by 72andSunny, is directed by Bryan Buckley, a veteran of 60 Super Bowl ads.

The ad's hook?

It looks as if it’s airing in real time. Fox Sports anchor Erin Andrews interviews Flores “live” but can’t get her flag. Flores then takes off as legions of others, including pro football players, such as Sauce Gardner, Cam Heyward, Jalen Ramley and Jim Kelly try — and fail — to catch her.

The spot also gives a visual shout-out to other female athletes, including tennis legend Billie Jean King, and the first female tackle with an NIL deal, Bella Rasmussen, a senior at Laguna Beach (California) High School.

The tagline says it all: “To the women pushing football forward, we can’t wait to see where you take this game.”

Tim Ellis, NFL Chief Marketing Officer, said: “Flag football is universal, inclusive, fast and fun, and with this creative, we are thrilled to not just elevate Flag, but specifically highlight how women are changing the game, driving the future of football forward and inspiring generations to come.”