01
Two Americas. One Football Country.
Creating a rallying cry that reached across the country and political aisles.
For the 2024/25 season, the NFL wanted to not just connect with established football fans — but expand their audience. So we coined the term ‘Football Country’, showcasing how diverse the sport had become behind the scenes. Then we created an anthem, inspired by a viral college football chant that unified everyone’s voices.
FAQS
Myles Garrett is in fact bigger in person.
No Pee Wee players were hurt in the filming of this ad.
The little girl missed her cue at the end of spot, but it ended up being her best take.(a good reminder to keep the camera rolling).
‘This Is Football Country’
‘Greenpoint Is Football Country’
‘Tampa is Football Country’
‘Conemaugh Hospital Is Football Country’
‘Japan Is Football Country’
‘Munich Is Football Country’
‘Mexico Is Football Country’
Selected Press
Campaign US: The NFL sends a message of unity in This Is Football Country campaign
System1: The NFL Reaches Fans and Beyond With This Is Football Country
Results:
The most watched NFL Kickoff ever
with 28.9 million Total Viewers.
Creative Credits:
Agency: 72andSunny
Zach Hilder, Executive Creative Director
Matt Turnier, Creative Director
Jason LaFlore, Creative Director
Tommy Woods, Associate Creative Director.
Santiago Miculitzki, Associate Creative Director