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Not every brand lasts long enough to celebrate its 100th birthday. Not every brand is the National Football League. And while not a Challenger Brand in the traditional sense—it’s been the most popular sports league in the United States since the early ’70s—it was seeing the same headwinds facing every legacy entertainment product: declining younger audiences and lack of relevancy.
That’s why the league turned to Tim Ellis, one of the brains behind one of the most popular Super Bowl commercials of all time, the
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