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NFL Network Rushes Toward 2012 Season With Serious, Quirky Advertising Push

By Barry Janoff

August 1, 2012: In the midst of baseball, the Olympics and Major League Soccer, NFL Media has unveiled a campaign to satiate fans yearning for the 2012 NFL season.

The effort, “It’s Serious Fun,” hits as NFL teams have reported to training camp and just prior to the first pre-season game of the year, the Pro Football Hall of Fame game on Aug. 5 between the New Orleans Saints and Arizona Cardinals.

The game, to air on NFL Network, will be part of the Pro Football Hall of Fame enshrinement weekend in Canton, Ohio.

The campaign is anchored by three 30-second TV spots supporting the NFL Network, the NFL Network's Thursday Night Football schedule, NFL.com and NFL.com Fantasy Football. Support includes print, radio Internet and social media. Lead agency is David & Goliath, Los Angeles.

NFL Media said the campaign stars a serious, yet quirky, spokesman who shows that "there’s more to football than Xs and Os." The spots depict the NFL as a "source of entertainment and camaraderie, a catalyst for more fun, more excitement, more competition and more time with friends."

Two of the spots are for the NFL Network's Thursday Night Football package, which ramps up this season from eight to 13 games between September-December.

"Rooftop” finds the new spokesman on top of a city building with skyscrapers and night lights behind him; “Mountain” is set on an alpine vista amidst a herd of sheep.

The third spot, “Wheat Field,” finds him in a farm field explaining "how easy and fun it is to sign-up and play the NFL’s fantasy football game."

The effort is scheduled to run throughout the season.

“This campaign marks an exciting new path for one of the strongest and best-established brands in America,” David Angelo, founder and chief creative officer for David & Goliath, said in a statement. “We are proud to work with NFL Media and engage its fervent, loyal fan base that has a boundless appetite for NFL content.”

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