The NFL UK wanted more young British men to watch the Super Bowl at midnight, on a Sunday night, in the dead of winter. Our approach was a campaign featuring burly American football players that would berate them for being a bunch of soccer-loving nancy boys in desperate need of some Super Bowl.
Three different 20-second radio spots ran in heavy rotation on FM radio.
Most of the media was OOH and radio, with an emphasis on guerilla tactics including die-cut wild postings, stickers, and heavy-duty sidewalk decals.
Manly sweat scented scratch-and-sniff postcards were distributed to pubs while street teams distributed bags of beef jerkey to unsuspecting passengers on the London Underground.
