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Tom Brady. Von Miller. Earl Thomas.
You know the names; you know the game. But every NFL season still feels like a fresh start as fans catch the pro football bug all over again.
The 2017 schedule starts tonight, with the Super Bowl champion New England Patriots hosting the Kansas City Chiefs. And the league’s creative agency of record, Grey New York, produced a campaign to help get the crowd in the right state of mind with a little help from those stars as well as some up-and-comers.
Minute-long anthem spot “Hope” plays very much like a big-budget movie trailer or the opening sequence of a prestige TV show, with highlights and dramatic close-ups over scenic shots of football towns across the country and pop star Miguel warning viewers to brace themselves for “shock and awe.”
The campaign tagline, “Let the show begin,” positions the NFL as one of the last pure live...