Sorry, Under Armour. Tom Brady Got the Best Congrats Ad From a Local Boston Advertiser

Shields Health Care updates its Bobby Farrelly spot

The five-time champ gets a fun and timely post-game spot.
Headshot of Tim Nudd

The incredible comeback by Tom Brady and the New England Patriots on Sunday night was something to behold, and several advertisers moved quickly to congratulate him—most notably, Under Armour, which aired this sweet, lighthearted spot from Droga5.

But it was a regional New England company, Shields Health Care Group, that had the best reaction to the shocking turn of events.

Check out the spot that aired shortly after the game was over:

Now, the ad might not seem like much. But you have to take into account that those of us in New England have been seeing an earlier version of this ad regularly since October. In the original version, Brady puts his four rings away, and when the doctor says, “That all?,” the quarterback replies, “For now.”

The tweak in the updated version is so good, right down to the cheesy yet pointed “Roger that!” that Tom utters at the end—surely a jab at Roger Goodell, the NFL commissioner who was Brady’s villain in the Deflategate scandal.

Check out that original spot here:

In the world of (unintentionally) campy regional healthcare marketing, this spot hits just the right notes—it’s knowingly goofy and awkwardly paced. And having the wherewithal to film the extra scene at the shoot was genius.

Maybe that shouldn’t be surprising, though. After all, there was a pro behind the camera as well as in front of it. The spot was directed by Bobby Farrelly, who is a huge Patriots fan. (He had directed Brady before, when he made a cameo in the movie Stuck on You.) The agency was Joe Berkeley LLC, with Joe Berkeley serving as copywriter and David Gardiner as art director. The production company was Conductor.

“Tom Brady, quite simply, is the greatest of all time,” Farrelly in a statement when the original ad broke. “Any commercial director would jump at the opportunity to work with him. The fact that this is a rare local spot for him speaks volumes about his respect and affinity for Shields. Go Pats!”

“With Tom Brady and the Patriots we had a feeling the season would come to a thrilling end, and we sure are glad to have filmed the new ending,” Shields Health Care Group CEO Tom Shields said in a statement Monday. “We couldn’t be prouder to partner with Tom Brady, now a five-time Super Bowl champion, and we are privileged Tom chose Shields as one of his only local endorsements in recent years.”

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 6, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT