- Brandweek Staff

NEW YORK Star running back LaDainian Tomlinson of the NFL's San Diego Chargers will have a starring role in two TV spots for Campbell Soup.

The spots, via Young & Rubicam, New York, are being filmed this week in Los Angeles. They are scheduled to break in September to coincide with the opening of the 2008 NFL season. This will be Tomlinson's second appearance in a Campbell's campaign; last year, he starred alongside several NFL counterparts.

The campaign will also unveil a new tagline for Campbell's Chunky Soup: "Fill up on the good stuff."

The new creative, "Working Day," follows Tomlinson through the course of a day as he prepares for the NFL season, according to Campbell's, Camden, N.J. The effort supports the company's Chunky Soup line, the 11th season that Campbell's has used NFL players in its marketing. Tomlinson's head coach, Norv Turner, will also appear in one spot, "Autograph." Print and online will support, breaking in August.

Spending for the effort was not disclosed.

"As we enter our 11th consecutive season with the NFL, we are excited to introduce a new and different approach for this year's advertising campaign," Doug Brand, Campbell's Chunky Soup brand manager," said in a statement. "We are delighted to have LaDainian Tomlinson back for a second season and believe he is the foundation for the outstanding evolution of this new campaign."

Campbell's spent $75 million on media (excluding online) behind its Chunky Soup line in 2007, per Nielsen Monitor-Plus.