The project has been more than a year in the making and is part of a bigger plan to celebrate the agency's 25th anniversary next year.

That's according to Madison And Wall's Brian Wieser, who did a little data crunching for a preview of third quarter earnings season, which starts shortly.

Ads in a campaign include a series of outdoor billboards and digital banners that showcase, not only the NFL teams playing, but also the US cities each calls home.