A commercial aired during the Super Bowl on Sunday promoting women’s flag football by resorting to tired gender war tropes and making men look like sexist bullies.
While the National Football League (NFL) ad featured an appealing message about women’s flag football becoming a varsity sport nationwide, it employed entirely unnecessary cliches ripped off from 80s teen movies to get it across. As The Hollywood Reporter (THR) described:
NFL CMO Tim Ellis told THR that the league wanted the ad to inspire people to see the appeal of flag football.
“We [NFL players] have fun playing flag just because it kind of reminds us of being a kid, having fun, creating those skillful plays, doing those double laterals,” Ellis said. “It’s competitive, one, and two, it reminds us of when it all started for us just being a kid in the backyard and being excited to play the game of football.”
“This is our ad to really inspire people to think differently about the NFL, to think differently about football,” Ellis added. “This particular ad is a tribute to the evolution of girls high school sports and to the momentum of girls flag football and the gains it has been making as an official high school varsity sport. For us, it’s all about momentum.”
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