Translation launched “The Handoff” for the NFL, a campaign promoting youth football which follows up on the agency’s “Let’s Play Football” effort last year.
The campaign launched with “Handoff Across America,” which will run in a 60-second broadcast version and 90-second extended online version. “Handoff Across America” features NFL stars Landon Collins, Stefon Diggs, Devonta Freeman, Travis Kelce, and Marquette King, as well as Los Angeles Lakers shooting guard Nick Young and rapper KYLE. Set to Mac Miller song “Knock Knock”(which samples Linda Scott‘s “I’ve Told Every Little Star”), the spot depicts professional and amateur football players in a variety of settings and situations, all in service of the notion that “there is no offseason.”
If you’re wondering how Young factors into this, he dunks a punted football, which is kind of a neat trick. Other players weight train with young fans, take a dip in the pool, enjoy the video game version of the sport and, of course, a plethora of pickup games.
In addition to the spot, the campaign also includes digital videos and social components, including Instagram stories launching from @NFLPLayFootball.
“Teens today truly are multi-dimensional,” Translation chief creative officer John Norman said in a statement. “They have amazingly diverse talents and interests, and with so many sides to the game of football, we wanted to show them how fun it is, no matter what you’re into.”
“Whether it’s an off-season training camp or a player teaming up with a lucky fan at VidCon, the “Handoff Across America” explores the excitement that is summertime football,” added Sam Howard, NFL Director of Advertising. “We’re highlighting facets of the game that extend well beyond the field of play.”
The campaign follows Translation picking up agency of record duties for the NBA’s Brooklyn Nets last month. Translation has served as creative agency of record for the NBA since December of 2014.
Chief Executive Officer: Steve Stoute
President: Patrick Lafferty
Chief Creative Officer: John Norman
Chief Strategy Officer: John Greene
Group Creative Director: Lance Ferguson & Eric Steele
Copywriter: Colin Frawley
Art Director: Dylan Simel
Jr. Art Director: Bo Han
Brand Strategy Director: Geoff McHenry
Jr. Strategist: Rex Nwerem
Sr. Social Strategist: Renee Miller
Context Strategist: Jazo Moises
Director of Broadcast Production: Miriam Franklin
Executive Producer: Carole McCarty
Associate Producer: Maxine Reyer
Business Affairs Manager: Thalia Tsouros & Grant Thompson
Group Account Director: Jimmy Euwer
Account Director: Austin Scherer
Account Supervisor: Brandon Ghio
Account Executive: Jordan Meiselas
Senior Project Manager: Matt DeSimone