13: CREATIVE TECHNOLOGY (USE OF AI)
JPG
MP4
2m:10s
As One: The Lombardi Comeback - National Football League
National Football League
Silver
Title of Entry: | As One: The Lombardi Comeback |
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Brand: | National Football League |
Product/Service: | National Football League |
Client: | National Football League |
Entrant Company: | 72andSunny Los Angeles |
Creative Team: | Partner/Creative Co-Chair: Glenn Cole Executive Creative Director: Bryan Rowles Group Creative Director: Zach Hilder Creative Director: Geno Burmester Creative Director: Peter Hughes Group Production Director: Nicole Haase Jr Film Producer: Tanya Zaccaro Group Brand Director: Simon Hall Brand Director: Katie Martin Group Strategy Director: Michael Lewis Strategy Director: Kristin Barker Partnerships and Legal Director: LaTanya Ware Jr Partnerships and Legal Manager: Marty Cole |
Other Credits: | Client, NFL Team: Chief Marketing Officer: Tim Ellis SVP Global Brand & Consumer Marketing: Julie Haddon Senior Producer: Lucy Hallowell Director, Global Brand & Consumer Marketing: Erin Littrell Global Brand & Consumer Marketing: Jackie Finn Production Team: Company: Prettybird Director: Max Malkin Director of Photography: Max Malkin CEO: Kerstin Emhoff President: Ali Brown Line Producer: Matt Wersinger Production Designer: Christian Kastner Editorial Team: Company: WORK Editorial Editor: Biff Butler Asst Editor: Gladys Bernadac Producer: Brandee Probasco Executive Producer: Marlo Baird Post Co: Company: Digital Domain John Fragomeni | President Kevin Lau | Executive Creative Director John Canning | Executive Producer, New Media Nicole Fina | Executive Producer, Advertising & Games Alexandra Michael | Sr Producer Dan Bartolucci | VFX Supervisor Telecine: Company: Co3 Colorist: Stefan Sonnenfeld Producer, Color: Blake Rice Audio Mix + Sound Design: LIME Studios Sound Mixer: Jeff Malen Assistant Engineer: Meg Ochs Executive Producer: Susie Boyajan Associate Producer: Samantha Sotomura Sound Designer: Michael Anastasi SD Assistant Engineer: Kai Paquin Voice Conversion Services RESPEECHER Sound team: Anton Prykhodko Bogdan Belyaev AI engineering team: Denis Shirman Ivan Shkurak Alex Khapilin Volodymyr Sydorskyi Support team: Dmytro Bielievtsov Grant Reaber Vitalii Knyr Rostyslav Fedorchenko Vitalii Marchenko Svitlana Faryna Oleksandr Ponomarov Stanislav Rybak Alex Serdiuk Music: Master: “Journey to the Line” Composer: Hans Zimmer Publisher: TCF Music Publishing (ASCAP) VO Casting: Sound and Fury |
Sector: | N/A |
Notes: | Even though 2020 was an unpredictable year, football was the one constant Americans could count on for inspiration and entertainment. We saw an opportunity to use the NFL’s biggest stage, Super Bowl LV, to reaffirm football’s power to bring people together and pave a way forward, no matter the obstacle. To inspire the greatest comeback of the nation, we brought back the NFL’s most iconic, and inspirational figures: Coach Vince Lombardi. Not only is he the namesake of the Super Bowl trophy, but he was a pioneer in advocating for racial equality and social justice. Using machine learning and AI voice creation technology, we brought back Lombardi for an unforgettable speech to the nation at the Super Bowl. Viewers saw him walking American streets of the nation, places affected by the forces of last year, reminding the nation that it’s “Not whether we get knocked down, but whether we get back up. As One.” The film transitioned to a LIVE broadcast where Lombardi delivered the final words of his speech via hologram technology to fans at Raymond James stadium and to fans watching at home. Lombardi’s comeback infiltrated culture and generated massive conversation throughout the Super Bowl with talk focused on the coach’s historic return. The moment generated +2.1 billion social media impressions with fans reacting to the commercial, +2 million online video views across all major social platforms, and a 20:1 positive sentiment on YouTube. The press response was also positive, ranking Top 20 on AdMeter with a 6 Star average and securing a Top 5 spot on the Most Inspirational list of commercials. And most importantly, the speech created a moment to fuel resilience in all of us, with 70% of people agreeing the ad unified and brought people together and 66% of people agreeing the ad made them feel optimistic for the future. |