NFL Network: No Mistletoe

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Released:	January 2008
Advertiser:	NFL
Agency:	TRIPLE DOUBLE
Country:	USA
Category:	Entertainment & leisure

Credits:

Description / Synopsis
Set in a diner owned by Joe Montana’s character Joe Clifford, a former basketball standout whose rise to fame was cut short by a career-ending injury, “Joe’s Diner” is essentially a situational/promotional/commercial episodic series of 10-, 15- and 30-second spots featuring regular characters and special guests. The diner is a perfect metaphor for NFL Network, a place where anyone can sit comfortably and share their perspectives on the special of the day…football.

Context

Santa Monica based creative company Triple Double has been creating memorable commercial content for NFL Network since 2003; however, their latest “Joe’s Diner” campaign has officially changed the way in which commercials communicate with viewers forever. With their next generation approach to creating content, Triple Double is internally able to write, shoot and edit all of their work. This approach enables them to deliver finished work in a matter of days and allowed the “Joe’s Diner” concept to become a reality.


Philosophy/Solution

While Triple Double’s premise itself is fascinating, the truly amazing fact is that each spot they deliver contains up to date content, which means that every other week, they are writing multiple spots as live games unfold on Sunday so the commercials can be shot on Monday; edited on Tuesday; and on the air by Thursday night. Not only does their innovative run-and-gun creative formula offer a rare, topical look at what fans are actually discussing on the street, but it has also established Triple Double as a new breed of creative force.

With an NFL.com component added, the overall NFL Network focus for the viewer is to promote the network’s extensive programming, while highlighting Thursday and Saturday Night Football. The commercials will air on NFL Network and during NFL games on all NFL television-partner networks. New “episodes” appear every week and will culminate with a “season finale” spot on FOX during the Super Bowl.

Title "No Mistletoe"
URL www.nfl.com/joes
Agency Triple Double Inc.
City Santa Monica
Advertiser National Football League
Brand Name NFL Network
Business Sector TV/Radio Programs & Stations
Campaign Name Joe's Diner (See the campaign)
Country of Production United States
Language English
Type Television
Length 30 seconds