‘Player-Gen’ Spot Slated for Super Bowl

NEW YORK National Football League players are going head-to-head off the field, vying for their story to be selected to appear as a Super Bowl XLII television commercial.

To promote the upcoming Super Bowl, the NFL has created a player-generated campaign, “The Superad: Who wants it more?” succeeding last year’s strategy of consumer-generated commercials.

The game will air Feb. 3 on Fox.

The idea for the campaign arose from the league’s “This is the NFL” ad campaign released earlier this year, showing candid moments of several players. “There were so many great stories for the commercials, but we couldn’t use them all,” said Peter O’Reilly, director or marketing for the NFL.

NFL Films traveled to all of the league’s markets to videotape players relating humorous stories, such as the Seahawks’ Matt Hasselbeck, who talks about the first time he received fan mail only to learn it was from someone who wanted Hasselbeck to get him an autograph of Brett Favre.

A fan vote and a panel of NFL judges will determine the winning story.

“The Superad: Who wants it more?” campaign playoff round begins today and will run through Jan. 6. Fans who vote may also enter the sweepstakes for a chance to win a trip to Super Bowl XLII in Arizona.