NFL
Challenge
The National Football League (NFL) has lost viewers and public trust due to a series of public relations foibles surrounding Colin Kaepernick’s National Anthem protest against racial inequality and his eventual blacklisting by the league.
Brief
Create a film to air during Super Bowl LV to articulate the NFL’s stance in the fight against racism.
Insight
Messaging needs to unify the sport and the fans through actionable change. In order to move forward, Black players need to believe that Roger Goodell, the league commissioner, hears their concerns and acknowledges their feelings. The NFL has made several attempts at reconciliation that have come across as disingenuous. The league must get to a point where both players and fans believe it is committed to tangible change.
Strategy
The film should feel like a shared journey to a position of mutual understanding. Tone is important, as the overly sober temper of previous initiatives was viewed as insincere.
Execution
Three ninety-second commercials are spaced out during the Super Bowl, directing viewers to learn more online. A full-length video, including the extended commercials, is available on a website dedicated solely to the NFL’s mission to address racial disparities. In the video, Hot Ones host Sean Evans poses questions to a panel that includes Commissioner Goodell, social activists, fans, and players. In Hot Ones fashion, the panel must answer the questions while eating increasingly spicy chicken wings. Some questions (or sauces) are introduced via pre-recorded cameos by team owners, coaches, players, and fans. In the end, the film is filled with unscripted moments, sincere acknowledgements, humor, and probably some tears. *Memes are encouraged.*