Key Takeaways
- The NFL will air a 30-second Super Bowl LX spot featuring current and former players singing Mr. Rogers’ “You Are Special” with youth from grant-funded organizations
- Three youth groups appear in the ad: Harlem Children’s Zone, Boys & Girls Clubs of America, and SMASH, all recipients of NFL Inspire Change program grants
- A 60-second version debuted during Christmas Day NFL games and aired again during conference championship games before the shorter Super Bowl cut
- The spot features Pro Football Hall of Famer Michael Strahan, Steelers DE Cam Heyward, and 49ers RB Christian McCaffrey leading the sing-along
- 72andSunny, the NFL’s longtime agency, created the spot scheduled to air during the Feb. 8 broadcast
NFL Ties Brand Visibility to Youth Development Partnerships
The NFL’s traditional cause spot during Super Bowl LX will showcase three youth organizations that receive funding through the league’s Inspire Change program. The 30-second ad features NFL players past and present leading children in a group performance of “You Are Special,” a song from Mister Rogers’ Neighborhood.
The spot represents a continuation of the NFL’s strategy to connect its largest annual broadcast platform with its community investment initiatives. Inspire Change, the league’s social justice program, directs grants to organizations focused on education, economic advancement, police and community relations, and criminal justice reform.
Youth Organizations Featured in the Campaign
Three groups appear in the Super Bowl spot:
Harlem Children’s Zone operates in a 97-block area of Central Harlem, providing educational and social services to children and families from birth through college.
Boys & Girls Clubs of America runs programs in over 4,700 locations nationwide, serving millions of young people annually through after-school and summer programming.
SMASH (Summer Math and Science Honors Academy) provides STEM education and college preparation for students from underrepresented communities.
Each organization has received grants through Inspire Change as part of the NFL’s broader commitment to youth development and educational access.
Leveraging Super Bowl Reach for Social Programs
The NFL first aired a 60-second version of the spot during its Christmas Day games and repeated it during the Jan. 25 conference championship broadcasts. The shorter Super Bowl cut maintains the core message while fitting the premium ad inventory of the Feb. 8 game.
72andSunny, which has worked with the NFL for years on league-wide campaigns, developed the creative. The agency has previously produced other cause-related spots for the NFL’s major broadcasts.
By featuring recognizable players like Michael Strahan, Cam Heyward, and Christian McCaffrey alongside youth from partner organizations, the NFL ties its on-field brand equity to its off-field community investments during the most-watched television event of the year.
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