Not only was the 2021-2022 NFL season the biggest season in history - extended from 17 to 18 weeks - it was the first season back in stadiums with full capacity. The fan experience was already elevated immensely, but we wanted to do even more to make up for the lost time. Our objective was to captivate all of America with the same joy, excitement and shock and awe that had captivated our fans all season long - in order to deepen fans' connection with the game and get them excited to watch more. We needed to dial up the energy and entertainment in an unforgettable way, and end the biggest season yet with an epic celebration that brought the house down - all in service of giving our fans more of what they love. So we created something that brought fans and players - literally - together.

Bring Down The House

If you love football, then the Super Bowl is a day of magic. We wanted to bring that idea to life for everyone and what better way to create a sense of wonder and awe, then through the eyes of kids getting to play their favorite game, with the biggest stars of all time.

As a brother and sister compete in a Super Bowl themed football video game the players come to life as 22 NFL legends pour out of the game into an unsuspecting family’s home. As they continue to play the game they destroy the home in the process. Thanks to the quick thinking of the younger sister she pulls off an upset win and rights a longstanding super bowl wrong by allowing Walter Payton to finally score a Super Bowl touchdown.

The Super Bowl represents the one time the NFL gets to talk to all of America (208 million of us, at least). We turned the energy of this year’s marquee season all the way up, by showing everyone how joyous this game can truly be. Our youth audience was of particular interest, given how they have grown up living the game through so many different mediums. We wanted our film to live up to how entertained they feel when playing the game themselves, both in their backyard and on their controllers. We needed an idea that was as immersive, captivating and spirited as their experience of the game - an idea everyone could get behind. And because we love a win, we did one better - we actually brought these players to their biggest fans.

We brought the game to life using proprietary 3-D technology that blends practical puppetry, human stunt performances and proprietary composition to create animation like the world has never seen before. Our 2-minute film aired right before halftime with the intention of reminding viewers of the magic that comes from the game of football in a big, blockbuster kind of way.

Ahead of the commercial, we dropped a series of buzzworthy teaser videos - both online and on broadcast - that shared a behind the scenes look at what was to come. The first displayed a destroyed home with tiny yellow foul flags thrown throughout the rooms to get people guessing. The other three highlighted bloopers from NFL legend casting tapes to seed our stars. With that, the stage was well and truly set for the ultimate showdown.

With 80M impressions and 40M views Bring The House Down was able to live up to its name - delighting avid and casual, young and old, new and lifelong fans across the country. Not only did 60% walk away looking forward to watching more games, this number was higher among our younger fans. Almost 70% of parents said their kids under 16 made them more interested in both watching and playing football.

Critics enjoyed the spot as well - Bring Down The House was voted #8 on USA Today’s Ad Meter, received an A Grade from Yahoo and was in the Top 10 most likable ads of the big game. In terms of buzz, we received 8K organic mentions, up 60% from last year - with a 85% positive share of voice - up 31 points from last year. 28 teams shared our spot through their social handles.