40% of NFL fans are also dads. Being a dad and being a football fan aren’t separate roles: they’re intertwined. On Sundays, living rooms turn into stadiums, backyards into practice fields, and kids into the next generation of fans. All dads can agree on one thing: no matter what team you’re cheering for, they look forward to this season all year round.

It’s Dad Season.

OOH

Social

Let’s take new dads like Brock Purdy, JJ McCarthy, and Christian McCaffrey to “Dad Camp” on socials. These short videos will feature these rookie dads getting trained by rival dad coaches, Tom Brady and Peyton Manning.

Brady and Manning, despite their previous on-field rivalry, will come together to teach these rookies, although they might have slightly differing opinions on parenting tactics.

Videos will highlight important dad skills and make them into an intense training experience (Diaper changes, Bottle weight reps, car seat buckling, etc.).

Dad Camp Activation

Dad Camp arrives at stadiums cross country to test fatherly fans with challenges like Diaper Dash, Stroller Sprint, and more. Peyton and Tom will coach the contenders on the rules through pre-recorded clips displayed on the jumbotron. The winners will claim season passes for the team of their choice, and runner-ups will receive Dad Season swag like the can-cooler or baby bottle below. The bottles and can-coolers will also be tossed into the bleachers to fans.

Ballers

Ava Zawilenski (CW, AD): avazawilenski.com

Me (CW, AD)