During seasons where wins are few and playoff appearances are fewer, you have kids and Sunday trips to the stadium and silver linings named Fred Jackson and Kyle Williams. Even the tough losses go down easier with a bowl of Flutie Flakes. Norwood kicking a ball just right of the goalposts during the Super Bowl is less important when the person you love tells you they’re in it for life.
“We got to include Flutie Flakes, shoot inside (formerly) Rich Stadium, use authentic jerseys with the names and numbers of iconic players, and make sure the blizzard looked awesome and true to Buffalo,” said Will Curtis, copywriter for Wieden+Kennedy Portland. “Of course, the ultimate detail is Scott Norwood’s cameo at the end. We think Bills fans are really going to appreciate that one, and he was the most gracious guy to work with on set.”
Visa wanted to show off its advanced in payment technology in this spot—which debuted during the Bills’ season-opening loss on Monday Night Football—but it instead provided a reminder that even the hardest parts of fandom are just short scenes in a much greater story.
“As we saw in Week 1, every season is full of challenges and exciting surprises,” said Mary Ann Reilly, Visa’s CMO of North America. “Every NFL fan’s journey will be different. But we want fans to know Visa will be beside them to support their team dedication every step of the way.”
Lowe’s
How did Lowe’s celebrate renewing its multi-year contract with the NFL at the beginning of the season? By bringing a whole new team of NFL players into the huddle for its latest campaign.
“With the return of the NFL season, Lowe’s wants everyone—whether they’re our DIY and Pro customers or NFL stars—to feel equipped to take on home improvement projects and support the communities they love,” said Jen Wilson, Lowe’s svp of enterprise brand and marketing.
Lowe’s has the 49ers’ McCaffrey and offensive tackle Kelvin Beachum, Dallas Cowboys quarterback Dak Prescott, Chiefs tight end Travis Kelce and Carolina Panthers rookie Bryce Young on its squad, alongside floor workers who serve as their co-stars in 15- and 30-second TV commercials, digital spots, radio ads, social media posts and in-store promos. While the spots are aimed at millennial homeowners, they’re also a reminder that the NFL and Lowe’s have been working on community projects together since 2019.