The centerpiece of the campaign is a 60-second spot that begins with the Lahainaluna High School football team, which showed remarkable resilience during the Hawaii wildfires and started a chant that became the campaign’s anthem.

The tension builds as the scene switches from rising flag football star Makena Cook to the Tampa Bay Buccaneers’ USA Wheelchair Football League team, showcasing football’s inclusivity at all levels. Young talent like Cook representing Team USA and the Los Angeles Rams girls’ flag team highlights the game’s diverse makeup.

“We wanted to capture the universal joy of the game while conveying the palpable excitement that comes with the return of football. And to match that excitement, we’re opening the season with the biggest kickoff weekend ever,” Tim Ellis, the league’s chief marketing officer, said in a statement.

International personalities such as YouTube sensation Deestroying, known for his 1ON1 football series, and college tackle Haley Van Voorhis, the first woman (excluding kicker) to participate in an NCAA football game, will also appear.

NFL stars like Houston Texans wide receiver Stefon Diggs, Cleveland Browns defensive end Myles Garrett and Dallas Cowboys defensive end DeMarcus Lawrence lend their star status to the campaign and reinforce the message that football is more than just a game – it is a global community.

“This campaign conveys a powerful sentiment,” said Ellis. “It’s the love and joy that the game brings to communities around the world, no matter who you are, where you are, or how you choose to express it.”

The campaign, created by 72andSunny, will roll out throughout the season with additional vignettes highlighting football’s impact on communities worldwide. The 2024 NFL season begins on September 5.

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