NFL Players Take Touchdown Celebrations Very Seriously in First Campaign of the Season

The players enlist celeb coaches J.B. Smoove and Andy Garcia

J.B. Smoove and Andy Garcia star in new ads for the NFL. NFL

With the NFL season upon us, players are putting a lot of thought into what really matters: how to celebrate after scoring a touchdown.

In the first campaign for the new season from agency Grey New York, entitled “Get Ready to Celebrate,” NFL players are taking these touchdown celebrations very seriously, enlisting some outside coaching for ideas.

In a spot debuting this Sunday during the Sunday Night Football matchup between the New York Giants and the Dallas Cowboys, actor Andy Garcia displays a Stringer Bell-esque fondness for burner phones while sharing secret celebratory plans with Los Angeles Rams running back Todd Gurley.

A second ad features comedian J.B. Smoove advising Carolina Panthers running back Christian McCaffrey on a fanciful, and wildly impractical, routine.

Both spots follow a 60-second teaser ad, already running, entitled “Get Ready to Celebrate,” which features Philadelphia Eagles running back Jay Ajayi and Houston Texans wide receiver DeAndre Hopkins, in addition to Gurley and McCaffrey.

“Get Ready to Celebrate” follows Grey’s celebration-themed “Dirty Dancing” parody Super Bowl spot featuring New York Giants stars Odell Beckham, Jr. and Eli Manning.

“Celebrations have become something our fans look forward to, something new to savor after a score,” NFL director of advertising Sam Howard said in a statement.

As the season continues, the campaign will roll out with more ads featuring different combinations of NFL stars and celebrity touchdown celebration coaches. In addition to broadcast spots, the campaign will include online video, social media, public relations and team activations around the touchdown celebration theme.

Agency: Grey
John Patroulis – Worldwide Chief Creative Officer
Jeff Stamp – Deputy Chief Creative Officer
Mike Cicale – Creative Director
Fanny Josefsson – Senior Copywriter
Ilana Wolstein – Senior Art Director
Raya Rios – Project Manager
Brian Weston – EVP, Global Account Director
Elizabeth Gilchrist – SVP, Account Director
Claire de Lannoy – Account Supervisor
Catherine Sullivan – Account Executive
Tony Lederer – Executive Strategy Director, Content + Activation
Bryce Mathias – Senior Content Architect
Nicolas Pilaprat – Senior Planner

Townhouse Production
James McPherson – Chief Production Officer, NA
Tania Salter – Head of Integrated Production
Alison Horn – VP, Executive Integrated Producer
Elizabeth Auwaerter – Production Coordinator
Diane Wolfe – VP, Executive Business Affairs Manager
Leland Drake – Music Producer

Production Company: Biscuit Filmworks
Aaron Stoller – Director
Shawn Lacy – Partner/Managing Director
Holly Vega – Executive Producer
Mala Vasan – Producer
Mercedes Allen-Sarria / Rachel Glaub – Head of Production
Sebastian Pfaffenbichler – Director of Photography
Shepherd Frankel – Production Designer (Getting Ready To Celebrate)
Tim Moen – Production Designer (Burner Phone + Catwalk)

Editorial Company: Arcade Edit
Paul Martinez – Editor (Get Ready To Celebrate :60/:30)
Dave Anderson – Editor (Burner Phone :30 + Catwalk :30)
Chris Angel – Cutting Assistant (Get Ready To Celebrate :15s)
Abbey Chaus – Assistant Editor
Ryan Andrus – Assistant Editor
Fanny Cruz – Producer
Denice Hutton – Producer

Telecine Company: CO. 3
Tim Masick – Colorist
Kevin Breheny – Executive Producer

@ErikDOster Erik Oster is an agencies reporter for Adweek.