• by Tanya Gazdik , Yesterday

It could be anyone’s year. That’s the rallying cry of NFL fans everywhere as the season kicks off today. 

Created in partnership with 72andSunny Los Angeles, the NFL has enlisted Philadelphia Eagles Quarterback Jalen Hurts, entertainer Druski and TikTok Star Rizzler to announce the official season kickoff with a larger-than-life celebration of fandom. 

Using a mix of live-action, CGI and generative AI tools, “You Better Believe It” puts fans at the center of the action to create a larger-than-life, all-32 team celebration, featuring homages and cultural references for fans of each team, like the Chicago Bears and Detroit Lions.

Set to a remixed version of Quad City DJ’s classic “Come On, Ride the Train” performed by recording artist Normani, the 60-second spot feels like a music video. Fans of all 32 teams are depicted on a massive float, as they sing the catchy chorus, along with team-specific verses. 

“We embraced AI to bring [fans] even closer to the game they love,” says Tim Ellis, NFL chief marketing officer in a release. “By combining technological innovation and human creativity, we had the opportunity to pay tribute to each of our 32 fanbases in one unified fantastical celebration and build a world as limitless and imaginative as they are.”

The mix of emerging technology and traditional craft gave the agency the freedom to experiment and create a world that feels larger than life.

“Before each NFL season kicks off, football fans believe anything is possible,” says Matt Turnier, creative director at 72andSunny. “More than capturing that spirit in the work, we wanted to approach the production with the same belief in limitless possibilities. So we asked, ‘What happens when AI and CGI drive the spectacle of a larger-than-life Super Bowl float encompassing all 32 teams?’ Each scene needed to be something we could only create with the help of technology. Suddenly, the float wasn’t just a float. It was a stage for mutant snowmen, three-headed goats, silver-and-blue lions, and celebrations tailored to every fanbase in the league.”

While AI was used to scale the campaign concept, the NFL ensured the cast and crew both in front of and behind the camera were representative of its wide fanbase, according to the league. 

The spot debuts today across NFL Network, NFL+, and national broadcast partners, with more behind-the-scenes content to follow on NFL channels and club platforms. Additional vignettes will premiere throughout the season, according to the league.