NFL reaches out to the kids Born to Play

The NFL's campaign for Super Bowl LVIII has been created as a powerful ode to the diverse and inclusive spirit of the game.

Created by 72andSunny LA and directed by Andrew Dosunmu through Little Minx, the two-minute spot celebrates the growth of the sport around the globe and promotes the increased opportunities for anyone who dreams of playing.

Called Born to Play, the film opens in a traditional Ghanaian home with a young football fanatic itching to get outdoors to play, imagining himself in an intense game while on his way to school. Featuring in this imaginary game are prominent NFL players including Saquon Barkley of the New York Giants, Justin Jefferson of the Minnesota Vikings, Cameron Jordan of New Orleans Saints and the Cleveland Browns' Jeremiah Owusu-Koramoah. The journey leads the young fan to an NFL camp, where he witnesses others training to one day play at the highest levels of the game. 

Inspired by a speech given to NFL hopefuls at a football camp hosted by British-Nigerian former NFL player, pioneer and two-time Super Bowl champion, Osi Umenyiora, the story mirrors the NFL and Umenyiora’s mission to encourage and offer youth around the world the life-changing experience and opportunity to play at the highest levels of the game.   

“Talent is global, but opportunity is not," said Umenyiora. "Opening doors for international athletes is not only a passion of mine, but it’s a way to give back to future generations of athletes. The NFL is life changing, and the pathway to play the sport is now a truly global one. The league’s international football development programs are helping to change young people’s lives and grow the game around the world. This campaign shows young people globally that it doesn’t matter where you were born, but you were born to play.” 

Director Dosunmu is a renowned photographer-turned-director and native of Lagos in Nigeria, who is celebrated for his powerful film collaborations with Travis Scott. The film production took place in Ghana, with more than 90 local Ghanian crew members and a cast of 400 local Ghanaian actors incorporated into the spot. 

"This film is for all the dreamers," said Zach Hilder, Executive Creative Director at 72andSunny. "Born not just to a place, but to play. Whether it be flag or tackle, the NFL is on a mission to prove that football isn't just anyone's game. It's everyone's.”