NFL

The NFL is one of the longest existing sports organizations and has been around since 1920. Out of all the sports organizations it is the largest and most profitable. In the 2016 season, the NFL found itself at the center controversy, as 49ers QB Colin Kaepernick decided to kneel for the National Anthem out of protest against racism, police brutality, prejudice, and systematic oppression against people of color. This polarized millions, some standing against and some in solidarity of Kaepernick's decision. This also caused other players to protest in support of Kaepernick, sparking debates across America.

The Ask 
Create a spot for the Superbowl 2021 commercials that depicts where the NFL stands in the fight against racism.
The Challenge
The NFL has lost it's viewers due to the commissioner's response to Colin Kaepernick's protest of the anthem as well as his "blackballed" status from the league. The Goal: increase viewership by re-establishing trust with NFL fans.
The Insight:
"Tradition is the opposition of true transformation."
The Anthem represents 243 years of tradition. 243 years of lyrics to a song that Americans have always stood for  that were meant to represent patriotism, freedom, justice, and strength. Sadly those lyrics are not represented or  upheld today as several injustices are being done against minorities today. 
The Strategy
Amend the National Anthem. The anthem was the main point of focus, as it was a large factor in what sparked protest and divided the country. Revising what has been outdated is the first step in the NFL acknowledging the problem. This revision will include changing the lyrics to reflect today's reality for black and brown people.
The IDEA 
This spot features the Amended Anthem sung over black and white video to convey emotion. The video includes various clips of the racism, discrimination, oppression, and loss of life that black people have faced over the past few years. It shows the public why we choose to kneel.  
In the end, our video became bigger than expected and the NFL commissioner got on board to issue a statement.
The Amended Anthem Spot. Copywriting: Jonathan Daniel
Vocals: Nezi Jones