Inside the Ambitious Super Bowl Ad That Will Kick Off the NFL’s 100th-Season Celebrations

The league's era-spanning spot will feature 50-plus football greats and a cameo by Twitch star Ninja

It’s a jump ball during a take for (l. to r.) Arizona Cardinals’ Patrick Peterson and Larry Fitzgerald, Los Angeles Chargers’ Derwin James and Jacksonville Jaguars’ Jalen Ramsey. Photography by Eric Espino/NFL

The Super Bowl, which will be played Feb. 3 in Atlanta, is the NFL’s annual crown jewel and, arguably, the ad industry’s too. Last February, close to 120 million people watched the game in the U.S. across broadcast and digital platforms. But it’s not just about the action on the field. The commercials are among the most highly anticipated—and hyped—of the year.

This story first appeared in the Jan. 28, 2019, issue of Adweek magazine. Click here to subscribe.
@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.