VIDEO: NFL Premieres GET READY TO CELEBRATE Campaign Starring Andy Garcia And J.B. Smoove
The National Football League (NFL) premieres a new multi-platform ad campaign "Get Ready to Celebrate" to kick off the new season on Sunday Night Football's heated matchup between the New York Giants and the Dallas Cowboys on 9/16.
The campaign, created by Grey New York, hones in on the popularity and creativity of the touchdown celebrations sweeping the league. With the pressure on to shine, players reach out to high-powered celebrity coaches from Hollywood and elsewhere to polish up their end zone prowess.
In Sunday's debut spot, one unlikely coach, Andy Garcia, the Oscar-nominated actor from "The Godfather Part III," is enlisted by Toddy Gurley of the Los Angeles Rams. Garcia channels his inner tough guy, complete with mysterious burner phone, and provides unexpected musical advice for the running back's touchdown performance. (Burner Phone :30).
In a second spot, J.B. Smoove, the comedian best known for HBO's "Curb Your Enthusiasm" and "SNL," teams up with Christian McCaffrey of the Carolina Panthers. In a fast-talking monologue he advises the running back to unleash his best Panther animal magnetism during the touchdown dance. (Catwalk :30) The commercial airs online and ingame later in the season.
Sam Howard, Director of NFL Advertising, said, "Celebrations have become something our fans look forward to, something new to savor after a score."
New commercials will feature even more celebrity coaches helping players crack their celebrations as the season unfolds. The integrated campaign, part of a broader League and media effort focusing on the joy of touchdown celebrations, includes online video, social media, public relations and team activations as well as network television.
A teaser ad, already airing, is a light-hearted tribute to players who use their precious free time to up their celebration game (Get Ready To Celebrate). The spot features Jay Ajayi (Philadelphia Eagles), Christian McCaffrey (Carolina Panthers), Todd Gurley (Los Angeles Rams) and DeAndre Hopkins (Houston Texans). Their competitive spirit makes up for what they lack in dance skills.
Last season set the bar high for touchdown celebrations as IMMORTALIZED by the NFL's "Dirty Dancing" parody starring Odell Beckham, Jr. and Eli Manning. The commercial, which aired on SUPER BOWL LII, became one of the big game's most famous commercials ever (Super Bowl LII Touchdown Celebration)