It uses 72andSunny’s rapid, football-derived motion that’s become a staple of its Super Bowl ads and carried it to a season-opening spot that—in 2023 with Keegan Michael Key discussing league storylines—was once more conversational. It links the league’s messages from the past and moves its mission forward with speed that suggests interest in more than incremental gains.

“While we tend to be known for having that kind of motion in our spots, what helps is going back to the authenticity of it to find these new ways in,” LaFlore said. “You have the Ghana conversation from the Super Bowl, and this year, for the season, we have this conversation of inclusivity throughout football entirely, not just international or women, but different people of different abilities, and all of that helps to bring a freshness to the work.”