For Its Super Bowl Ad, NFL Looks to the Past to Embrace the Future

An ambitious AI project revives Vince Lombardi to deliver a message of unity

When Tim Ellis arrived at the NFL as its CMO in 2018, his plans were ambitious and the path was clear. Embracing what Ellis calls a “helmets off” strategy, the focus was not just on elite athleticism but players’ contributions as human beings, getting them closer to fans.