The Ask: Create a Film that will air during the Superbowl 2021 commercial that articulates where they stand in the fight against racism.
The Insight: The NFL has viewers and some fans due to the commissioner's response to Colin Kaepernick's protest of the national anthem and his eventual blackball status from the league. After the murder of George Floyd, the commissioner went back on his previous words to show support for Black Lives Matter and the NFL Athletes.
The Idea: Since the anthem was at the center of so much controversy, we decided to change it. The anthem originally stood for American strength, victory, and glory, but now it is a mockery. Everything that it stands for is not represented in America today as millions of Black Americans are subject to prejudice, police brutality and systematic racism. We changed the anthem lyrics to reflect that and wrote a spot for the NFL to air.
Strategy: We showed images and video of black and brown people being subject to everything that has caused our trauma and showed why we kneel. This became huge and the NFL commissioner got on board to issue a statement at the end of the video here is the result.
The Amended Anthem Spot. Copywriting: Jonathan Daniel and Nezi Jones