After two years of promotion, Microsoft needed a fresh video campaign to keep NFL fans and gamers plugged in to the Xbox Live community. In year three, we flipped the script. Instead of bringing Xbox to the NFL, we brought the NFL to Xbox. The NFL’s best on gaming’s fastest and most reliable network. Surely nothing could go wrong? Well, turns out it’s not that simple.

Let’s face it. NFL players are incredibly good at being professional athletes. But what about playing video games and connecting with fans on Xbox? Total rookies. We brought this insight to life, showcasing why some players are having a tough time relating to fans, even though Xbox Live is the fastest and most reliable gaming community. From there we added some out-of-character humor delivered by some of the league’s biggest stars, a few cameos, and a clear value prop.

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