The hardest season of all doesn’t just start in the fall. It’s not measured by yards ran or touchdowns scored.
IT’S DAD SEASON.
With most NFL viewers being parents, we want to showcase the relentless challenges and rewards of raising a child. Unlike football, there is no trophy to be earned, no money to be made. Instead, the quiet victories of first words, first steps, and first successful potty time.
Let’s frame various NFL dads as more than football players: they’re fathers first. By showing their dual role, we’ll prove that their toughest role isn’t played on Sundays, but every day.
OOH
DAD CAMP
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.
DAD CAMP - 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.).
MERCH
Dad Season koozies and baby bottles will be thrown into the crowd during Dad Camp.
CW: Jake Selvig, Ava Zawilenski
AD: Jake Selvig, Ava Zawilenski