“We’re grabbing things that are authentically happening in the sport, not just creating moments for the sake of a commercial,” Jason LaFlore, creative director at 72andSunny, told ADWEEK before the NFL’s season kickoff.

This year’s Super Bowl ad will follow on a 2024 spot that focused on NFL academies and games at points all over the globe. With the league playing its first regular-season games in Madrid and Berlin next year, a broad worldview will likely still be part of the game plan.

“We’re trying to infuse actual football culture into the ads that you’re seeing out there, so whether it’s women playing, people playing in Japan, or people playing all over the country, it’s all about just trying to show the inclusivity of football itself and how it reaches a little bit of everything,” LaFlore said.