New NFL Spot From R/GA Highlights Epic Thursdays in History

The campaign, "Anything Can Happen," promotes Thursday Night Football, which kicks off Sept. 15. The video highlights important historical Thursday moments, like the launch of the Model T and Pac-Man, and, perhaps most importantly for NFL fans, an awesome pass by Green Bay Packers quarterback Aaron Rodgers.

"We're extremely excited about the upcoming season of Thursday Night Football, one which will be more broadly distributed than ever across broadcast and cable television, and various digital outlets," said Julie Haddon, svp of marketing for NFL Media. "Just as Aaron Rodgers proved on a Thursday night last season with his amazing 'Hail Mary' touchdown pass, anything really can happen on Thursday nights in the NFL, and our marketing campaign will get fans pumped for this season."

"Thursday night is a big night for going out, and catching a game should be part of that plan. The strategy plays off of that theme, and talks about Thursday being a fun night where anything can happen," said Nicky Bell, svp and managing director for R/GA.

The NFL and R/GA, which has been working with the league since May, also launched the "More Football" campaign to promote premium streaming service NFL Game Pass Domestic. The service offers more in-depth footage, including coaches' films, condensed regular season replays and live preseason games.

"The NFL is combining their digital and social content to make sure fans can engage with teams like they've never done before," Bell said. "People can't get enough football, so making sure the content is there when people want it is a smart thing to do."