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NFL “Inside these Lines”

Clio Bronze.

The Super Bowl brings families and friends together like no other event. It is the single biggest stage for sports and the NFL, with over 110 million eyes locked on both the competition and the cultural conversation. With the entire world watching, we wanted to make a meaningful statement that showcased how the values of the game can transcend the gridiron and serve as inspiration for how we can live together.

During the second half of Super Bowl LI between the Atlanta Falcons and New England Patriots we premiered “Inside These Lines,” an uplifting and unifying narrative that brings to life how our best shines through in the game. Narrated by Forest Whitaker and with an original interpretation of Lonnie Liston’s “Garden of Peace,” “Inside these Lines” captures a grounds crew preparing the field for a game, followed by images of players and fans overcoming differences and banding together. From Josh Norman and Dez Bryant to Sarah Thomas to Steve Gleason to Walter Payton, to Drew Brees and more, we are able to see the values of uniting around a common goal and the power of football to bring people together.

The campaign spanned across broadcast, print and social media fusing the visuals of the field with quotes, stanzas and key words that helped to carry our message of unity and bridge the tenets of the game into the world outside of football.

Beyond stirring national dialog, "Inside These Lines" was featured in the YouTube Ablitz' front page and was eventually ranked in the top 10 of Super Bowl ads on USA Today's Admeter.

Then, on September 24th, more than seven months after the spot was aired, Trump decided to take on NFL players who kneeled during the National Anthem as a form of protest of racial injustice in the United States. In a rally in Alabama he said “Wouldn’t you love to see one of these NFL owners, when somebody disrespects our flag, to say: ‘Get that son of a b— off the field right now, out. He’s fired. He’s fired!’”

He then tweeted the following:

The NFL responded to Trump’s comments by deciding to re-air ‘Inside These Lines’, a spot originally intended to be used only at the Superbowl. The one-minute ad ran during NBC’s “Sunday Night Football” telecast.

“We think this is the single best response to demonstrate what we are about,” an NFL spokesman told CNN, making the news (and the spot) spread like wildfire. 

Creative Direction.

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