The NFL is spending big to get back to viewers.
The league announced Wednesday that it will debut a new video ad, “Playmakers,” that will highlight the sport’s “biggest stars” in the new season.
“This is a moment where we need you,” the ad will say, before introducing two “Playmaker” characters: the “Playa” and the “Biggest Grit.”
“We’re really excited to unveil this new campaign and get you to watch the new video game, Madden NFL,” NFL Commissioner Roger Goodell said in a statement.
The ad will air in the first three weeks of the season, and will feature the same “Playas” characters that have appeared in the past.
The new ad marks the NFL’s biggest marketing push to date.
In the past, the league has done limited TV and online video spots, including in 2014, when it aired a 30-second spot for its new virtual reality headset, the Oculus Rift.
“We’ve done that with all the other games we’ve been involved in,” Goodell said Wednesday.
“It’s not going to be a regular spot.
It’s going to show a little bit of a different version of that game.”
In 2015, the NFL and EA released a new virtual-reality headset called the EA Access, which allowed players to stream video content to their phones and televisions.
“The new NFL campaign is a big deal because it marks the start of a new era for our league and all of us involved in the NFL,” Goodell added.
“Now that the NFL is finally getting to see the real-life talent of the NFL players, we are committed to giving you the most authentic experience possible.”