Inside the Campaign: The NFL and 72andSunny Go Off Script for Season-Long Campaign

They wrangled Keegan-Michael Key, the Kelce brothers, Patrick Mahomes and more for 16 ads

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For generations, the mutterings of fans who witnessed improbable on-field moments fueled the myth that National Football League Games were scripted. When former NFL player Arian Foster claimed earlier this year that he was handed such a script, that myth metastasized into memes.

Within about an hour of Foster’s statement, 72andSunny agency founder Glenn Cole and executive creative director Zach Hilder thought about turning those memes into a sports

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