Flag football is one of the fastest growing sports in the world played in over 100 countries by 20M people ––it’s accessible, dynamic, and inclusive. As the stewards of football, the NFL has been fueling the game from the grassroots to the Olympics. But one place flag football had never been was the Super Bowl. The film: Run With It.

Our brief: Diana Flores' family knew she was in a commercial for something. But they didn't know she was the star...of a Super Bowl commercial. Our objective: find the perfect opportunity to surprise and showcase the film to the family, while providing a comfortable and intimate environment for them to experience the moment together. The love and care that family has for one another vibrates off of the screen. There wasn't a dry eye in that room that morning, and that power was felt by millions across social.

‘Run With It’ is a high-octane chase where everyone’s in on the game as they try - in vain - to pull Diana Flores’ flag. The commercial is meant to celebrate women who are pushing the game of football forward, and inspire the next generation of NFL fans across the globe.

The creative was simple, Diana Flores' family knew she was in a commercial for something. But they didn't know she was the star...of a Super Bowl commercial. Our objective: find the perfect opportunity to surprise and showcase the film to the family, while providing a comfortable and intimate environment for them to experience the moment together.

An incredibly moving, emotional and heart-felt moment, this epic film showcases the power of belief, the strength a family, and the monumental moment when two parents learn about their daughter's unbelievable impact across both an entire culture, and an entire generation.

While everyone is getting in on the flag football phenomenon, women are the ones leading the game.

Since 2019, there’s been a 40% increase in female participation in both travel and high school teams. As several states sanction the sport, with California being the most recent to do so, we can expect rapid growth in the coming years.

When talking about the rise of flag, Diana Flores cannot go unmentioned. She’s arguably the greatest flag football player in the world and at just 24, she’s already led Mexico’s national team to win gold at the World Games in 2022. Winning over team USA and Vanita Krouch, 41 year old quarterback of the USA flag team, who took silver.

Our strategy was to celebrate these women who are pushing all of football forward to show America, and the world, the game we all love like we’ve never seen it before.

Conceptually, we needed to gather her family all together in a single location without ruining the surprise. The timeline: this was just two days before the big premiere, the Super Bowl. We knew this was going to be great, but we didn't know how beautiful it was going to be.

By telling her and her family they were showing up for a 'tour' of a Super Bowl event space, they thought they were just being filmed for a daily vlog. Little did they know they were about to be escorted into a private viewing room and watch their sister/daughter inspire flag football players and athletes of all races, genders and ages in front of millions, soon to be shown live across millions of TV sets during the biggest culture moment in America.

The film left audiences across digital feeling uplifted and inspired, igniting a groundswell of positive reactions across the nation – including Diana’s family who burst into tears after seeing she was the star of the film, her father filled with tears said “Imagine the impact, that’s what you’ll have…what a thing, isn’t it?”

Beyond the emotional, human responses, the world of entertainment and advertising took notice too with the surprise being nominated for a sports Emmy, honored for a Webby, and shared and consumed by 16M+ viewers across social and digital platforms with over 1.5M engagements and 13M impressions.

But most importantly, the emotional outpour in the comment section.

To sum it up from this comment on TikTok: "I was talking about Diana Flores to a taxi drive in Chiapas, Mexico, and he said, "her story makes me feel really good, we are very proud of her."