‘We Ready’ Chant Builds to a Dramatic Crescendo as the NFL Kicks Off Its 100th Season

New spot from the league's new AOR, 72andSunny

Huddle of football players
Fans and players are interspersed throughout the 60-second ad. NFL

Ready or not, it’s football season.

While the NFL preseason has been going strong for a couple weeks now, the league is celebrating its impending 100th season with a new campaign from 72andSunny Los Angeles.

The 60-second spot “We Ready” is centered around a chant of that line by fans and pros alike to the tune of “Na Na Hey Hey Kiss Him Goodbye” as the spot dramatically builds to announce the Sept. 5 kickoff of the centennial season.

Interspersed with fans of the Dallas Cowboys, Pittsburgh Steelers, Kansas City Chiefs and New York Jets are New Orleans Saints running back Alvin Kamara, Houston Texans quarterback Deshaun Watson, Carolina Panthers running back Christian McCaffrey, Houston Texans wide receiver DeAndre Hopkins, Cleveland Brown wide receiver Jarvis Landry, Washington Redskins safety Landon Collins, New York Giants wide receiver Sterling Shepard and Los Angeles Rams running back Todd Gurley. Also making an appearance are all-female football team the Los Angeles Bobcats and 2019 Jimmy V. Award for Perseverance ESPY-winning high school football coach Rob Mendez.

“We Ready’ is another step forward in our ongoing strategy to bring a more human, youthful energy into the game of football,” NFL CMO Tim Ellis said in a statement. “With a sense of authenticity and raw emotion, this is a helmets off, dynamic portrayal of football through the eyes of players and fans.”

“The 100th Season of the NFL is a momentous event, and this is just the beginning of work that we plan to roll out this year,” added 72andSunny Los Angeles executive creative director Keith Cartwright. “We wanted to capitalize on the excitement of the oncoming season by showing the magnetizing power of football. ‘We Ready’ our kickoff anthem summarizes that excitement as we launch the centennial season of the NFL.”

In addition to celebrating the league’s 100th season, the campaign, which made its debut Thursday night, marks the beginning of 72andSunny’s first full season with the league. In December, the NFL appointed 72andSunny as its new creative agency of record following a review. The decision ended a decade-long relationship with former agency Grey. 72andSunny subsequently created an ambitious Super Bowl ad.

Earlier this year, the league also sent the majority of its media business to Omnicom Media Group’s OMD without a review.

Client: The National Football League
Agency: 72andSunny Los Angeles
Director: Stuart McIntyre
Production: Somesuch
Editing: Cabin Editorial
Finishing: Shape + Light
Sound Design: Human // Lime
Mixing: Lime

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.