The NFL’s “Born to Play” ad represents a strategic move to expand the brand by showcasing the league’s global reach and commitment to diversity and inclusion. The commercial, set in Accra, Ghana, follows the story of a young boy named Kwesi who dreams of playing football and is inspired by NFL stars. The ad highlights the International Pathway Program, reflecting the league’s efforts to recruit athletes globally, with 127 current players in the NFL from the program.
According to Tim Ellis, the NFL’s Chief Marketing Officer, the ad was designed to emphasize the league’s increasing global presence and promote unity, reflecting a more human and approachable side of the NFL. The spot resonated strongly with viewers, ranking fifth in a USA Today Ad Meter poll.
The ad’s storyline was inspired by a speech from Osi Umenyiora, a former NFL player instrumental in founding the first NFL Africa Camp. The casting of Kwesi, played by Eldad Osime, aimed to find someone relatable and inspiring to people worldwide.
The commercial is part of the NFL’s broader strategy to emphasize diversity and inclusion, as seen in campaigns like “Football is for everyone” and initiatives like the NFL Heritage Program. The league’s commitment to reaching a wider audience is evident, with a focus on multiculturalism and efforts to engage more women, as observed by the notable year-over-year viewership gain among women ages 18-34.
The theme of unity and positive community impact is expected to remain a central focus for the NFL brand, leveraging the momentum gained in recent years to drive continued energy and growth. By telling stories that uplift communities and inspire positive change, the NFL aims to transcend the game and connect with a diverse and global audience.