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Grey New York juxtaposes the pre-game rituals of New England Patriots tight end Rob Gronkowski with those of a Hispanic neighborhood schoolboy in this understated 60-second launch spot for the NFL's 2015 season.
The message—that football is, at heart, a kid's game, and that the NFL is the epitome of every pee-wee leaguer's dream—comes through loud and clear. It's a heartfelt, intuitive positioning, delivered in compelling fashion with help from one of the league's most likable stars (who also happens to be on the reigning championship squad).