Don’t Fumble the Baby

NEW YORK A football and a baby are roughly the same size, but that doesn’t mean you should treat them interchangeably.

That’s what Wieden + Kennedy’s latest spot for the NFL on ESPN teaches viewers.

The New York shop’s 30-second spot, directed by Chelsea Pictures’ David Gordon Green, depicts a man holding a baby, engrossed in a football game. He begins to mimic the players, holding the baby like a football. When his wife enters the room, she is understandably distressed, and takes the baby from him.

“Life happens 10 yards at a time” is the tagline.

It’s the fifth spot directed by Green for the NFL on ESPN. Other ads in the series include one for the Pro Bowl depicting a man becoming emotional when his pizza deliveryman delivers the last pizza of the football season.

Kevin Proudfoot and Todd Waterbury served as executive creative directors on the ad, which broke earlier this month. Derek Barnes and Paul Renner served as associate creative directors. Bobby Hershfield and Andy Ferguson were copywriters, and Bekah Sirrine served as art director.