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TV Commercial Luis Galindo College of Humanities and Social Sciences, Grand Canyon University ENG-105: English Composition II Dr. Alden November 7, 2022 1

TV Commercial The NFL’s most watched Superbowl commercial of 2020 was “the next 100” commercial they aired on February 2 nd . Coming into the 2019 season they were promoting their 100 th NFL season by promoting a plan to younger people to stay active and be outside more. Based on the criteria they used celebrity endorsement, appeal to emotion, and humor, they were very effective in promoting their plan across to all the people watching. Summary The NFL’s commercial, “The next 100”, starts off with a kid returning a kick who doesn’t stop running once he evades a bunch of tackles. Famous content creator Tim The Tatman is featured in the commercial saying, what is to be a reoccurring line, “take it to the house kid”. The kid continues to run with the football in his hand while the setting drastically changes to a construction site where both All Star players Joey Bosa, and Aaron Donald are shown moving two bulldozer trucks to create a path for the kid to run through. Again, shouting the reoccurring line “take it to the house kid”, as the kid continues to run. The setting changes again, only this time it Is located outside a hotel in San Francisco where Hall of Fame quarterback Joe Montana and current beloved 49ers quarterback Jimmy Garoppolo are featured saying the line “take it to the house kid” as the kid again, continues to keep running. Garoppolo is shown carrying the bags of Joe Montana. The GM of the San Francisco 49ers then says, “give him a tip will you” and Montana hilariously responding with, “oh I’ll give him a tip alright”. Several other cameos are present in this commercial, but one the more bittersweet scenes is the tribute to Pat Tillman, an NFL player who enlisted into the army after what happened on 9/11. The scene shows the kid standing in front of Pat Tillmans statue which is located right outside of The Arizona Cardinals 2

stadium in Glendale Arizona. He looks up at the statue for a bit then continues to run. At the end of the commercial the kid finally makes it to the stadium where the Superbowl was being played at for that year. A bunch of NFL icons/Hall of Famers are there giving the kid high fives and just congratulating him for getting there. Female owner of the Chicago Bears, Virginia McCaskey then hands him the official ball that the players will be using for the game to the kid and says, “you know what to do” which meant to take it to the house. Then a live scene of the kid and 32 other kids with each NFL team on their shirts go to the center of the field, hand the ball to the referee and jump up and down, with the logo for the NFL100 program ending the commercial. Celebrity endorsement Celebrity endorsement is common in commercial strategy, and the NFL’s excessive use of it was very effective. Celebrities have a big pull on people when promoting products in an advertisement. “Consumers are more interested in what people have to say when an accepted celebrity is shown in a commercial” (Dr. Kaoru Ko Kondo, Can Television be good for people, University of Westminster), (pg. 5-6). The NFL always does it best when it comes to bringing on a ton of celebrities. They didn’t just stick to iconic football players that we know and love, but they branched out and brought on a well-known content creator, Tim The Tatman, who has a total following of 20 million people on all social media platforms. And that’s not to disregard the NFL players that were in this commercial, the NFL showcased all the most well-known faces and names from back in the day such as Joe Montana, and Dan Marino to give their older audience a blast from the past. The NFL had 3 different generations of people in this video, Hall of Fame players, Current All Star players, and children. They did this to encourage and show the 3

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younger audience that they can become one of the greats if they keep going. Which persuaded many children to do their promoted plan. Appeal to emotion Emotional appeals are often seen in advertising on television, and the NFL properly demonstrated that in this commercial. study suggest that viewers appreciate commercials that appeal to an emotion such as sadness (I. Roozen, 2013, pg.212). The NFL paid tribute to Pat Tillman, an NFL player who left to join the army after what happened on 9/11, by having a moment of silence when his scene was shown. Throughout the commercial there was music being played as the kid kept running, but when Pat’s statue was shown, the music was cut, and the kid stopped running out of respect for him. Many people were touched by this scene and were pleased that they acknowledged him as a great human rather than a great NFL player. The reason this was the most remembered Superbowl commercial from 2020 was because of the tribute to Tillman. It showed the audience a man who had it all as an NFL player, but still went to help fight for his country during those sad times Humor Humor is another common strategy that we see in most successful commercials, and the NFL demonstrated that very well. Humor is the most effective strategy in commercials because it leaves the audience with a positive feeling with the product that is being sold to them. According 4

to Dr. Kelly ( Humor in television advertising, 1979), studies indicate that advertisements with humorous appeals are the most effective way to remember a commercial. Most of the humor that was demonstrated in this commercial were mainly jokes that consisted of prior controversial events that happened during that 2019-2020 NFL season, such as Defensive line men not getting enough attention for what they do, this was shown when both linemen Joey Bosa and Aaron Donald pushed two bulldozers out of the way without making it look hard, Star rookie corner back Derwin James then makes a comment saying “show offs”, and another pro says, “ let them have their little shine”. Which was ironic because linemen Aaron Donald won MVP for that year. These built-up positive feelings are directed towards the NFL, but also maintain their viewers from this. A big reason why this commercial was so big was because of the way they successfully demonstrated humor. Conclusion The way the NFL presented Celebrity endorsement, Appeal to emotion, and Humor was perfectly demonstrated on why this was the NFL’s most popular commercial of 2020. The tribute to who most people would consider a great person Pat Tillman was a big factor on why this commercial was so successful. Seeing other great athletes also encouraged kids to better themselves in hopes of achieving great things just like they did. A commercial whose purpose is to send a positive message to younger people deserves to be the most recognized commercial of that year. 5

References National Football League. (2020). The next 100 years https://www.youtube.com/watch?v=90RwiGmZHLI Roozen, I. (2013). The impact of emotional appeal and the media context on the effectiveness of commercials for not-for-profit and for-profit brands. Journal of Marketing Communications , 19 (3), 198–214 . https://doi.org/10.1080/13527266.2011.619555 Kelly, J. P., & Solomon, P. J. (1975). Humor in television advertising. Journal of Advertising , 4 (3), 31–35. https://doi.org/10.1080/00913367.1975.10672594 QURESHI, M. U. H. A. M. M. A. D. M. E. H. T. A. B., & MALIK, H. U. M. A. I. R. A. M. A. N. S. O. O. R. (2017). The impact of celebrity endorsement on consumer buying behavior. Advances in Social Sciences Research Journal , 4 (3). https://doi.org/10.14738/assrj.43.2605 6

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