NFL – TimeLineBacker

In the flurry of Super Bowl commercials, one advert in particular stood out in the sea of mediocrity. It wasn’t advertising a new product. It wasn’t trying to muscle in on anyone else’s brand recognition. It was merely trying to reference the history of a product, and update consumers on where it plans to go next. It’s a water cooler kind of advert, and the brand in question is the NFL itself.

Wasn’t that just brilliant? A whole heap of CGI, but golly it looks great.

One thing I don’t understand, is the air time. Are the target audience customers who might be watching the Super Bowl and casting doubt on the safety of the entire ordeal? Or is it merely a brand boosting short?

It aired during the Super Bowl, so it must be the former! Airing it during another sporting event might be a little cheeky, but I should hope that this wasn’t a one time only showing. Either way, the link leads to a brilliantly in depth website revolving around the safety of the game, and the new additions to the rules and regulations of the game. It’s a must read for any fan, and if you are one of those people who assume the game is as violent as some people make it out to be, it’s a refreshing little read.

The NFL have been known to produce high quality video material year after year, and I suppose when you’re commanding $300,000 for thirty seconds of airtime during your season finals, you’ll have the money to throw at making yourself look good. Like any sport, the highlight reels can sell themselves, and the NFL easily have one of the best editorial teams that come to mind, but this short was something that puts them one step higher than others.

Here’s to the new season, here’s to the next Super Bowl, and here’s to FINALLY watching the Patriots on British soil in the Autumn.

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