The NFL season is upon us and so are campaigns featuring NFL stars.
The official soup sponsor of the NFL’s spot, directed by Caviar’s Jonathan Krisel, features Dallas Cowboy QB Dak Prescott and New York Giants RB Saquon Barkley.
The campaign is a modern, updated version of the classic Mama’s Boy campaign, which first aired in 1997 and last ran in 2014.
Sheesh Burnett, could you have chosen two more hated players by a Philadelphia Eagle fan? At least Barkley went to my alma mater, Penn State. But still.
The three spots, ‘Question for Dak’, ‘Game Soup’, and ‘Huddle’, will air throughout the NFL season across network and cable TV as well as on digital platforms.
The tongue-in-cheek spots feature the NFL stars and their respective champions who interrupt them on game day – at a press conference, in the locker room, and on the sidelines – to make sure they’re filling up right with a bowl of Campbell’s Chunky soup.
Here, Prescott is joined by his brothers, Tad and Jace Prescott, while Saquon’s mother, Tonya Johnson, stars in her son’s spot. Watch the :15-second spot below:
“We all have Champions in our lives who play a huge role in our success – whether that’s a parent, sibling, grandparent, spouse, stepparent or friend – and this campaign recognizes those individuals who support us every day,” said Gary Mazur, director, brand marketing, Campbell Soup Company.
He continued, “Campbell’s Chunky is excited to bring updated, evolved versions of our iconic and humorous commercials back to life this season and celebrate not only our NFL superstars and their Champions, but the everyday heroes that play this role in the lives of those closest to them.”
Throughout the football season, Campbell’s Chunky will be joined in person by Dak Prescott, Saquon Barkley and several other NFL players (hopefully an Eagle), along with their respective champions, to surprise and celebrate unsung heroes in their local communities. That’s cool.
Whether a firefighter, teacher, coach or community representative, these heroes will be recognised for their daily contributions to their communities and the impact they’re making on people around them.
The integrated marketing campaign also includes Champions of Chunky local market activations and social media engagement, most notably Campbell Soup Company’s first-ever partnership with Twitch, the world’s leading live streaming platform for gamers.
Throughout the season, a Chunky food truck will tour local supermarkets and stadiums on game day to offer fans the opportunity to sample Campbell’s Chunky soup flavors.
There will also be several activations leveraging Campbell’s NFL team deals, including in-store appearances and NFL player meet and greets.
Client: Campbell’s® Chunky™ Soup
AGENCY: Leo Burnett Chicago
COPYWRITER: Bobby Kuhn
ART DIRECTOR: Kayleigh O’Brien
CREATIVE DIRECTOR: (SVP) Natalie Taylor, Isabela Ferreira
SENIOR PRODUCTION MANAGER: Zorica Beuk
BUSINESS TALENT MANAGER: Kara Finley
SENIOR PROJECT MANAGER: Stephanie Treppler
ACCOUNT DIRECTOR: Christian Hess, Charlie Volanakis
SENIOR ACCOUNT EXECUTIVE: Taylor Thomas
SENIOR PRODUCER: Tara Wert
STRATEGY DIRECTOR: Jaime McGill, Amrita Bhatia
PRODUCTION COMPANY: Caviar
DIRECTOR: Jonathan Krisel
PRODUCER: Michele Abbott
PRODUCTION SUPERVISOR: Jordan Edwards, Constance Ream
EXECUTIVE PRODUCERS: Michael Sagol, Jasper Thomlinson, Kim Dellara
HEAD OF PRODUCTION: Casey Wooden
EDIT COMPANY: Optimus
EDITOR: Angelo Valencia
EDIT ASSISTANT: Emily Hayes
SENIOR PRODUCER: Joanna Woods
ASSISTANT PRODUCER: Brad Martin
EP/MANAGING DIRECTOR: Brian Hrastar
POST PRODUCTION / VFX
COLORIST: Paul Galati
COLOR ASSISTANT: Kalvin Johnson
FINISH / VFX: Jim Moss
FINISH ASSISTANT: Connor Luczak
COLOR ASSISTANT: Kalvin Johnson
AUDIO POST COMPANY: Optimus
SENIOR ENGINEER: Marina Killion
ASSISTANT MIXER: Zach Scheitlin
Contact Colin Costello at firstname.lastname@example.org.