NFL Embraces Touchdown Celebrations With Celebrities Encouraging Players
Sunday, September 16, 2018 at 12:52PM By Barry Janoff
September 15, 2018: The NFL front office, which in the past has taken issue with some of the end zone touchdown celebrations conducted by its players, has changed its mind, not only embracing the festivities but asking celebrities to assist with enhancing the them.
In a new humorous campaign, "Get Ready to Celebrate,” Andy Garcia coaches Todd Gurley of the Los Angeles Rams and JB Smoove offers advice to Christian McCaffrey of the Carolina Panthers on what they could do once they cross the goal line with ball in hand.
The multi-platform effort launches Sept. 16 with “Burner Phone” featuring Garcia (pictured right) and Hurley during Sunday Night Football on NBC (New York Giants at Dallas Cowboys), ensuring it would be seen before more than 20 million viewers.
The McCaffrey-Smoove spot, "Catwalk," and others with different players and celebs will air during the season.
A teaser ad features Gurley, McCaffrey, Jay Ajayi (Philadelphia Eagles) and DeAndre Hopkins (Houston Texans). It plays out to Elvis Presley’s “All Shook Up.”
The campaign includes digital and social media with the hash tag, #TimeToCelebrate, and activation at the team level.
According to Sam Howard, director of NFL advertising, "Celebrations have become something our fans look forward to, something new to savor after a score."
The campaign traces back to a NFL spot that aired during Super Bowl LII this past February, "Dirty Dancing" with Odell Beckham, Jr. and Eli Manning of the New York Giants in a parody of the movie, finding the teammates practicing their questionable dance moves for potential upcoming touchdown celebrations.
In “Burner Phone,” Garcia tries to pass on information about a touchdown celebration Gurley should use, but thinks his phone is being tapped and keeps switching locations and burner phones. Ultimately Garcia passes along the information about the celebration: “You put your right hand in, you put your right hand out and you shake it all about.”
In “Catwalk,” Smoove (pictured right) advises McCaffrey to celebrate like a true Panther.
“When you score a touchdown this year, you become a panther,” says Smoove.
“Get your claws up. Leap up on your hind legs onto the goal post. You will perch on that goal post and your tail will go back and forth.”
But there is a drawback.
Smoove says to a bewildered McCaffrey. “It will be hard for you to get down. You’ll have to wait until the end of the game. The fire department will have to come to get you down.
Lead agency is Grey, NY.
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