NFL Returns To Super Bowl 59 With Creative Partner 72andSunny

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The National Football League (NFL) and creative partner 72andSunny are teaming up again for the league’s Super Bowl 59 ad.

The NFL didn’t provide details about the spot.

72andSunny has produced the League’s Super Bowl ads since 2019. The agency has also played a key role in its “helmets off” marketing strategy, which reveals player and alumni faces and has them interact with celebrities and upstart athletes onscreen.

The Super Bowl 59 ad tracker shows ongoing updates of the latest 2025 Big Game commercials.

“Part of the helmets-off strategy is not only to showcase our players as human, but it’s also to make the league approachable and inclusive,” Marissa Solis, the NFL’s svp of global brand and consumer marketing, told ADWEEK in August.

72andSunny’s first collaboration with the league celebrated the NFL’s 100th anniversary by packing its spot with league legends chasing a ball through a banquet hall. In the end, high school football player Samantha Gordon picks up the ball and runs with it.

In subsequent Super Bowl ads, the NFL and 72andSunny explored themes of inclusion—handing the ball to a young, diverse, pandemic-tested, technologically savvy generation of fans.

The ads also addressed women—who comprise 47% of the NFL’s fanbase, according to Commissioner Roger Goodell—as a key audience for the future by handing the ball to professional flag football player Diana Flores in 2023 and turning her ad into a year-round push that sent flag football into the 2028 Summer Olympics.

72andSunny and the NFL have also debuted season-opening kickoff ads with Keegan Michael Key and athletes around the world.

“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.

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NFL Returns To Super Bowl 59 With Creative Partner 72andSunny

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