NFL

How the NFL got all those players in on that Super Bowl commercial

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If you missed the TV advertisement with all the NFL players at the NFL Formal just before the halftime concert last night, here it is:

The story behind it, from the NFL’s new chief marketing officer, Tim Ellis, who came to the league from the video game industry last September:

“When I came on board, I felt we needed to take a new communications direction. I had the best agencies in the country compete for our business, and [full-service ad agency] 72 And Sunny won the business. We said we wanted a big ad to kick off the NFL’s 100th season, and they said they could get this ready for next fall. I said no, that’s the Super Bowl spot. We want it for the Super Bowl.

“The turnaround was incredibly fast. There’s almost 50 stars in it, and we didn’t start contacting people till last December … and we taped it in mid-January. The reason we were able to pull it off is because it felt genuine and authentic to the players. The players said, ‘Whoever put this together knows football.’ “

It’s a two-minute spot. In brief: At a black-tie banquet celebrating football, with Roger Goodell at the podium, and the camera panning the room to show Dick Butkus, Joe Green, Ndamukong Suh, Peyton Manning, Orlando Pace, Alvin Kamara, Drew Brees, Michael Strahan, Rob Gronkowski, and Brian Urlacher, and Ninja, the biggest video-game influencer in the world, serves the (supposedly) best video-game player in the NFL, JuJu Smith-Schuster, who gives him a double-take look …

… There’s a gigantic cake in the middle of the room, a golden football on top, and mischievous Marshawn Lynch (in a Beast Mode sweatsuit), leans over in his chair to swipe a taste of the icing and the chair tips over and Lynch smashes the cake and the golden football skitters to the ground, and Mike Singletary screams “Fumble!!!!” and Singletary and Christian McCaffrey and a couple of others dive for the ball, and it ends up in Joe Montana’s hands, and Montana bypasses Michael Irvin to throw to Jerry Rice, but Deion Sanders intercepts and struts down the middle of the ballroom, and Urlacher smashes him into a table, which collapses, and Larry Little and Paul Warfield and Larry Csonka (of the ’72 Dolphins) look on admiringly, and Kamara and Suh enter the fray but Barry Sanders ends up with the ball and makes a pirouetting move, admired by Emmitt Smith, and Peyton Manning ends up with the ball and throws to LaDainian Tomlinson and Ed Reed destroys Tomlinson, and Jim Brown is cool with that, and then Baker Mayfield and Tom Brady, sitting at a side table, chat and Brady hands Mayfield his five Super Bowl rings and then enters the game, and somehow Terry Bradshaw has the ball and fades back to pass and Aaron Donald destroys a table to get at Bradshaw, and Bradshaw throw it high to Larry Fitzgerald with Jalen Ramsey and Derwin James in coverage, and the ball bounces high and far away …

… And Franco Harris makes an Immaculate Reception, admired by Joe Greene, and JuJu ends up with the ball and he twinkle-toes across a table, and Odell Beckham goes out for a pass and Goodell tells Patrick Mahomes (yes, he’s in it) that Beckham is open, and Mahomes no-look-passes to Beckham, who reprises his one-hand end-zone catch against Dallas while landing on a table …

… And this is a very cool moment—down judge Sarah Thomas eagle-eyes the Odell catch, and referee Ronald Torbert makes the “catch is good” signal and Thomas signals and calls “First down!” And then Tony Gonzalez catches a pass, tackled hard by Von Miller, and that viral-video adolescent female running back, Sam Gordon, has the ball, and Richard Sherman tries to steal it, and she jukes him, and laterals to Saquon Barkley, and he leads a cadre of young stars out of the frame.

All in two minutes.

“I felt in my gut this would be a big commercial and a big way to launch our 100th season,’’ said Ellis.

Logistics were fun. With the spot being taped in the middle of the playoffs, Ellis had some faux banquet rooms, with tight shots, built with the same décor as the L.A. venue. Mayfield flew to Boston and did his piece with Brady there. Mahomes flew to Orlando and did his piece with Wilson there, making a throw that was “caught” on the L.A. set by Beckham. Extra credit to Brees and Kamara for doing their piece in New Orleans a couple of days after the bitter loss in the NFL title game.

Peyton Manning was booked solid on the days it was being taped in L.A. But he found a way to make it to the set and did his part in 90 minutes.

And that’s how this breakneck commercial happened.

Read more of Peter King’s Football Morning in America by clicking here

Two teams are set to dominate the 2019 NFL Draft: Patriots and…the Raiders?

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The owner of the 2019 NFL Draft? Oakland, with rookie GM Mike Mayock, who counts Bill Belichick as one of his best friends in football.

The power broker, potentially, of the 2019 NFL Draft? New England, which will have the ammo to move up, down and sideways—and Belichick has always loved wheeling and dealing on draft weekend.

The Raiders have four picks in the top 35. The Patriots have one pick in the top 55. But that’s a misleading part of the story. There’s great depth in this draft from pick 25 to 100 and even deeper, some scouts at the Senior Bowl thought. So there could be fine value in the Patriot picks when they are slated to choose five times in a 45-pick span from 56 to 101.

Raiders and Patriots picks in the top 110 overall choices of the draft, as of today:

• New England: 1st round, 32nd overall; 2-56; 2-64; 3-73; 3-97^; 3-101^

• Oakland: 1st round, 4th overall; 1-24; 1-27; 2-35; 3-66; 4-106

^ Projected compensatory picks for the losses of Nate Solder and Malcolm Butler in free agency, as calculated by Over the Cap’s Nick Korte.

Read more from Peter King’s Football Morning in America by clicking here

Bengals coach Zac Taylor has had no time to process the Rams’ crushing Super Bowl LIII loss

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Don’t you always wonder what it’s like for a man to coach in the Super Bowl, then, a day or two later, get introduced as the new coach of Team X? It’s crazy. Happened twice last week. The Patriots found it odd that Dolphins owner Stephen Ross was in their Atlanta lobby at 9 a.m. Monday, 5.5 hours after the Super Bowl victory party ended, to ferry new coach Brian Flores (ex-Patriots defensive coordinator) to south Florida to be introduced as coach Monday afternoon. Zac Taylor had a few more hours to get his family to Cincinnati. The former Rams quarterback coach’s introductory press conference was Tuesday.

So it was interesting to hear Taylor’s reaction over the weekend when I asked him: “How disappointing was it to play the way your offense played in the Super Bowl?”

“I haven’t had a chance to process it, quite honestly,” he said from Cincinnati. “There just hasn’t been time. I haven’t watched the game. Honestly, I’m conflicted. It’s devastating to work so hard to get to the championship game, and for your entire team to pour everything they’ve got into it, and then to lose like that.

“But five or six hours after the game, I’m on a plane to Cincinnati, on the way to fulfill a dream I’ve had for so long—to be a head coach in the NFL. And then your brain goes there. It’s just … it’s just the way it is, and you’ve got to turn the page.”

There was some discomfort in his voice, bordering on pain. It’s easy to sit back and say, Buck up, buddy. You’re about to make millions to coach a football team. True, but if you’ve been a football coach for a while, and you help your team get to the Super Bowl, regardless of the outcome, it’s got to be odd to just walk out the door a few hours after the biggest game of all of your lives, no time to process or adjust, and you move on while everyone else wallows.

One other question. I asked Taylor if he’d had much of a chance to consider how close the Rams came to taking a lead with four minutes left in the third quarter, when Jason McCourty, panic-stricken, ran 20 yards in 2.4 seconds (per NFL Next Gen Stats) to bat a decisive touchdown away from Brandin Cooks in the back of the end zone. If Jared Goff was a millisecond quicker with his throw, the touchdown would have given LA a 7-3 lead and put huge pressure on New England. Instead, the Rams settled for a field goal to tie it, 3-3.

Taylor: Sigh.

“In football, you just miss by inch sometimes,” he said. “You can be an inch from … “

Sigh again.

“That’s football in a nutshell. That’s football.”

I thought that would be it from Taylor, but he brightened, as his mentor Sean McVay would have. Taylor continued, “Criticism, pressure, adversity. We want our staff and our players to understand that this is the NFL. This is why you do this job. The energy, the camaraderie, can’t be duplicated, except maybe at the craps table in Vegas when you’re on a roll.”

The Bengals have needed some energy, and an offensive spur. I’m looking forward to seeing what Taylor can provide.

Read more from Peter King’s Football Morning in America by clicking here