Titled “One Team,” this spot opens with the slate “America has 32 Favorite NFL Teams” as groundskeepers from across the League are shown getting ready for the season, painting stencils in their stadium end zones. It’s revealed that they have all painted “TEAM USA.” The moment is underscored by an original rendition of the Star-Spangled Banner recorded by award-winning indie pop star, St. Vincent, to set a reverent tone. The end slate says simply “This summer, we are all one team” followed by the NFL’s “Football is Family” tagline.
:30 and :15 versions will run during the Olympics across NBC media properties (Bravo, CNBC, Golf Channel, MSNBC, NBC, NBC Sports Network, and USA) from 8/6-8/21. This ScreenWork entry showcases an extended version of the commercial. This marks the NFL’s first Olympics commercial.
Grey New York is the ad agency with production from NFL Films.
Client NFL Agency Grey New York Andreas Dahlqvist, chief creative officer; Leo Savage, Jeff Stamp, executive creative directors; Joe Mongognia, group creative director; Evan Benedetto, creative director/copywriter; Mike Cicale, creative director/art director. Production NFL Films Rob Gehring, Bob Angelo, Shannon Furman, Brian Rosenfeld, Samantha Kordelski, directors; Liz Leafey, line producer; Jeff Stupak, production coordinator; Andre Labous, Kevin Simkins, Dave Sharples, Steve Skinner, camera. Executive Production Townhouse Alison Horn, exec producer; Bruce McDonald, VP, producer; Alex Litke, assistant producer; Zach Pollakoff, VP, music producer. Editorial Final Cut Ashley Kreamer, Chris Rizzo, editors. Music Original Rendition of “The Star-Spangled Banner” performed by St. Vincent
Quality Experience, Director Aube Perrie, The Mill NY Work Out The Future of Fitness For Tonal
Tonal, the strength training system combining revolutionary digital weight technology with personalized, AI-powered coaching, has introduced its new brand platform, “Power Progress,” and advertising campaign developed in partnership with Quality Experience (QX), the creative independent agency founded by Ari Weiss.
Directed by Aube Perrie of Pulse Films (UKMVA Director of the Year 2023 & 2024, UKMVA Best New Director 2021 and Webby’s Best Music Video 2022) with visual effects from The Mill NY, this brand film contrasts how the heavy chains of the past still shape how we work out today, with Tonal representing the future of fitness.
In addition to the brand film, the campaign includes cutdowns ranging from 90 seconds to 15 seconds, with even the shortest spot clearly connecting the old and the new. French director Perrie’s body of work includes music videos for Harry Styles, Megan Thee Stallion, and RM’s “LOST!”
“Sports marketing has had a long history of breakthrough advertising,” said QX creative chairman Weiss. “We wanted to launch with an idea as disruptive as the product itself. Not an easy bar to live up to. Like any great idea the insight is dead simple but the execution is unexpected and riveting. Great sports marketing doesn’t happen without great sports marketers and the team at Tonal shared our ambition to make the marketing as disruptive as the product.”
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