The NFL’s new ‘celly’ campaign is an homage to TikTok fandom

In the NFL’s new kickoff campaign, the league’s biggest stars are wiggling their hips, shimmying their shoulders, doing the worm, and recreating Michelangelo’s The Creation of Adam. The spot, titled “The Season Is Your Stage,” debuted on August 20 to drum up excitement for football season, which begins on September 9 with the annual NFL Kickoff Game. It was created in partnership with the NFL’s lead creative agency, 72andSunny, and includes cameos from players like Bijan Robinson of the Atlanta Falcons, Dion Dawkins of the Buffalo Bills, and Travis Hunter of the Jacksonville Jaguars. Each p...