NFL – The Handoff

Au début du mois d’août, la NFL a lancé une nouvelle campagne de communication, axée sur la jeunesse intitulée « The Handoff ». La campagne, créée par Translation, a fait ses débuts avec un spot de 60 secondes, « Handoff Across America », à la télévision nationale lors du match du NFL Hall of Fame le 3 août.

Avec des spots de 90 et 30 secondes et une série de: 15s, la campagne comprend aussi des contenus dédiés à Instagram (vidéos et Instagram Stories) créées par des enfants et des joueurs de la NFL lorsqu’ils se livrent les uns aux autres et partagent leurs expériences sur le terrain. Les scènes comportent des athlètes professionnels, des célébrités et des adolescents sur différents «champs» – une grille de bonne foi, une piscine d’été et les lignes avant du terrain – mettant en évidence un autre côté du jeu.

Les stars de la NFL participant au Handoff Across America incluent Landon Collins, Stefon Diggs, Devonta Freeman, Travis Kelce et Marquette King. Le spot reprend également la chanson de Mac Miller, Knock Knock. Ce groupe diversifié de talents et de jeunes brouille les lignes entre les troupes et groupes de football traditionnels et d’autres façons dont les enfants aiment passer leur temps, soulignant l’idée que «il n’y a pas de hors saison».

Ce contenu publicitaire n’est sans rappeler la campagne « Create Positivity » d’adidas qui se concentre aussi sur des jeunes pratiquants de football américain. 

 

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