For Its Super Bowl Ad, NFL Looks to the Past to Embrace the Future

An ambitious AI project revives Vince Lombardi to deliver a message of unity

vince lombardi ai
Coach Lombardi returns in the NFL's Super Bowl ad. NFL

When Tim Ellis arrived at the NFL as its CMO in 2018, his plans were ambitious and the path was clear. Embracing what Ellis calls a “helmets off” strategy, the focus was not just on elite athleticism but players’ contributions as human beings, getting them closer to fans.

@zanger Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.