The American NFL Super Bowl Ad Set in Ghana’s Capital City, Accra

The American National Football League (NFL) will focus on its growing global initiatives in its 2024 Super Bowl commercial, with a teaser breaking Sunday ad on January 28, 2024 that showed three of the league’s top stars running, jumping and catching their way through downtown Accra, the capital city of Ghana.

The 15-second teaser, developed by 72andSunny and aired during Sunday’s AFC championship game on CBS, showed Saquon Barkley (New York Giants), Justin Jefferson (Minnesota Vikings) and Cameron Jordan (New Orleans Saints)—in full uniform—showing off their moves in a bustling local market in the African nation’s capital.

The spot shows Barkley leaping over a checkers table, Jordan flipping over a vehicle and Jefferson making a spectacular one-handed grab—and later demonstrating the Azonto, the Ghanaian dance.

Andrew Dosunmu of Little Minx directed the teaser, with Malik Hassan Sayeed serving as cinematographer. They also created the forthcoming full Super Bowl spot.

The title of the campaign is “Born to Play.” A rep for the NFL said the campaign is a tribute to the league’s international work all over the world, developing local talent and creating pathways to the league.

That global work has been growing in recent years. The NFL has a Global Markets Program, which grants teams access to international markets for marketing, fan engagement and commercialization activations. The program, which launched in 2022, now has 21 teams participating across 14 international markets. 

The NFL also played three games in London and two in Frankfurt, Germany, this season.

The NFL has concurrent programs to develop NFL talent around the world through partnerships with the International Federation of American Football and NFL FLAG. The global focus is part of a long-term strategic effort to drive NFL fan growth beyond the U.S.

The NFL’s 2024 Super Bowl commercial will air right after the Apple Music Halftime Show during the February 11, 2024 telecast on CBS.

The league’s 2023 Super Bowl spot also focused on growth markets for the NFL, with a combined focus on flag football, the women’s game and Hispanic audiences.

Source: Tim Nudd/AdAge

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