It Feels Good to Football – NFL 2022 | Clapboard Ad Archive

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It Feels Good to Football - NFL | Clapboard Ad Archive

The NFL’s 2022 campaign It Feels Good to Football, created by 72andSunny Los Angeles, delivers a culturally charged, star-powered celebration of the season’s kickoff that transcends traditional sports advertising by uniting music, athletics, and social influence into a singular, electrifying moment. Anchored by the unmistakable beat of Dr. Dre’s Still D.R.E., the 75-second film situates a diverse ensemble of NFL stars including DK Metcalf, Cam Jordan, Derwin James, and Justin Tucker alongside hip-hop legends Lil Wayne, Saweetie, and Pusha T, Olympian Simone Biles, and TikTok sensation Josh Richards in a high-energy pep rally staged within the familiar setting of a school gymnasium. This creative choice evokes a universal sense of anticipation and community, framing football not merely as a sport but as a shared cultural ritual that generates collective excitement and emotional resonance among fans across demographics. The campaign’s strategic casting harnesses cross-genre appeal to broaden the NFL’s reach beyond its core audience, engaging younger, multicultural viewers by weaving together the worlds of hip-hop, social media, and elite athleticism, thus reinforcing football’s status as a lifestyle event as much as a competition. This approach aligns with what Clapboard’s taxonomy identifies as FORMAT#8—Ongoing Characters or Celebrities—leveraging the magnetic power of recurring personalities to build brand recall and amplify audience connection without relying on traditional narrative storytelling or explicit product demonstration. The campaign’s release at the start of the 2022 season capitalizes on heightened fan anticipation, while its digital amplification through NFL’s global YouTube channels and targeted hashtags like #feelsgoodtofootball deepens engagement and fuels social conversation. With over 180,000 views and a Clapboard Campaign Score of 73, the film confirms the NFL’s ability to fuse sports marketing with contemporary cultural currents, positioning the brand as an inclusive, high-energy hub that celebrates football as an emotional experience shared by athletes, influencers, and fans alike. This campaign matters to the industry because it demonstrates how sports brands can effectively harness the convergence of celebrity culture and digital influence to create immersive, emotionally charged events that resonate far beyond the game itself.

Credits

Client

NFL

Agency

72andSunny

Production House

Superprime

Director

The Malloys

Post Production

Union Editorial, A52

Music

Barking Owl

Category Mind Map

48%

The NFL’s “It Feels Good to Football” campaign leverages a star-studded, culturally resonant pep rally motif to capture and amplify the emotional anticipation that marks the start of a new football season. By assembling a diverse mix of high-profile NFL athletes, music icons such as Dr. Dre, Lil Wayne, Saweetie, and Pusha T, as well as influencers like TikTok’s Josh Richards and Olympian Simone Biles, the brand proposition underscores the unifying, invigorating power of football as not just a sport but a shared cultural experience that energizes fans and players alike. The promise centers on football as a source of joy, excitement, and communal identity—an experience that “feels good” and reconnects audiences after the offseason lull. Strategically, the campaign taps into contemporary cultural touchpoints by integrating hip-hop legends and trending social media personalities to expand appeal beyond traditional football fans and engage younger, culturally diverse audiences. The setting of a school gym as a rallying point evokes familiarity and nostalgia while creating an electrifying atmosphere symbolizing preparation and collective enthusiasm. The choice of Dr. Dre’s iconic “Still D.R.E.” track amplifies this connection, blending sports and music cultures to heighten emotional intensity and relevance. The campaign’s timing at Kickoff 2022 maximizes resonance with the heightened anticipation surrounding the season’s launch. Through this creative approach, the NFL positions football as an inclusive, high-energy lifestyle event, bridging sport, music, and community to strengthen engagement and broaden the brand’s cultural footprint in the U.S. sports market.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign fits FORMAT#8 because its entire creative device revolves around assembling an all-star cast of celebrities and athletes—iconic rappers, superstar athletes, and influencers—uniting in a high-energy pep rally to kick off the NFL season. Rather than focusing on a narrative arc, explicit product demonstration, problem-solution, or symbolic exaggeration, the commercial leverages the cultural cachet, energy, and aspirational appeal of its diverse, recognizable personalities. Their collective star power is used to forge anticipation and excitement, connecting with fans through recognizable faces synonymous with sports and pop culture. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. NBA – Market Positioning The NBA positions itself as the premier basketball league with a focus on global appeal, superstar athlete culture, and innovation in fan engagement through digital platforms. It emphasizes lifestyle, entertainment, and diversity, targeting a broad demographic beyond traditional sports fans. 2. Major League Baseball (MLB) – Market Positioning MLB leverages its rich heritage and tradition, emphasizing the nostalgic and community aspects of baseball. It aims to modernize fan experiences through technology and appeals to family-friendly audiences while maintaining deep regional loyalties. 3. Major League Soccer (MLS) – Market Positioning MLS capitalizes on the growing popularity of soccer in the U.S., positioning itself as the league for emerging global sports trends. It targets younger, multicultural audiences with a fast-paced, accessible sport emphasizing inclusivity and international talent development. 4. UFC (Ultimate Fighting Championship) – Market Positioning UFC promotes high-intensity, adrenaline-driven combat sports, focusing on raw athleticism and entertainment. It differentiates with dramatic storytelling and event-based marketing, appealing to fans seeking edgy, physical competition and lifestyle authenticity. 5. WWE (World Wrestling Entertainment) – Market Positioning WWE blends athleticism with theatrical storytelling, positioning itself at the intersection of sports and entertainment. It targets entertainment-focused audiences with scripted drama, iconic characters, and global live event experiences, offering a unique hybrid of sports and pop culture.

Q: What is NFL Kickoff | It Feels Good to Football about? A: NFL Kickoff | It Feels Good to Football is a 2022 campaign created by 72andSunny Los Angeles for the NFL to celebrate the start of the football season in the United States. The campaign centers on a 75-second film that assembles a star-studded cast including NFL athletes, hip-hop icons like Lil Wayne, Saweetie, and Pusha T, Olympic gymnast Simone Biles, and social media influencer Josh Richards. Set in a school gym during a pep rally, the spot uses Dr. Dre’s track Still D.R.E. to evoke excitement and communal energy, marking the official kickoff of the NFL season on September 8. Q: What creative device does NFL Kickoff | It Feels Good to Football use? A: NFL Kickoff | It Feels Good to Football employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES according to Clapboard’s 12-format taxonomy. This creative device revolves around assembling a diverse all-star cast of recognizable personalities from sports, music, and social media to generate brand recall and cultural resonance. Instead of relying on a traditional narrative or product demonstration, the campaign leverages the collective star power of these figures in a high-energy pep rally setting to build anticipation and excitement for the NFL season. Q: What is the campaign proposition for NFL Kickoff | It Feels Good to Football? A: The campaign proposition for NFL Kickoff | It Feels Good to Football positions football as a unifying cultural experience that energizes fans and players alike. By blending NFL stars with hip-hop legends and influencers, the NFL communicates that football is more than a sport—it is a source of joy, excitement, and communal identity that reconnects audiences after the offseason. The campaign targets a younger, culturally diverse audience by tapping into contemporary music and social media trends, reinforcing football as an inclusive, high-energy lifestyle event at the start of the season. Q: How does NFL Kickoff | It Feels Good to Football rank in Clapboard's archive? A: NFL Kickoff | It Feels Good to Football holds a Clapboard Campaign Score of 73/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating acknowledges the campaign’s effective use of star power, music integration, and cultural touchpoints to engage a broad audience at the NFL season’s launch. Q: Who are the competitors in NFL's category? A: In the sports and fitness market, the NFL competes with the NBA, MLB, MLS, UFC, and WWE. The NBA positions itself as the premier basketball league with a focus on global appeal, superstar athlete culture, and digital fan engagement. MLB emphasizes its rich heritage and community traditions while modernizing fan experiences through technology. MLS targets younger, multicultural audiences by promoting soccer as an emerging global sport with inclusivity and fast-paced action. UFC appeals to fans seeking high-intensity combat sports with raw athleticism and dramatic storytelling. WWE blends athleticism with theatrical entertainment, offering scripted drama and iconic characters to engage entertainment-focused audiences.