Long story short:
We’ve been working with the Philadelphia Eagles. If you’re pressed for time and you just want to see the awesome tv spot we made for them, check it out below. If you’re one of those bookish types who likes to read long, rambling articles about advertising, and you haven’t gotten your fix from this week’s episode of AMC’s “The Pitch,” then continue reading after the video.
You can also see it here: www.flyeaglesfly.com
Long story long:
I can call my brother a jerk. But if you call him that, we are gonna have a problem.
That’s a super-simplified explanation of the themes at work in the campaign we at 160over90 recently created for the Philadelphia Eagles.
From the moment the Eagles hired us as Agency of Record four months ago, we knew whatever we made for them would have to come from a place of honesty. Philly citizens are smart and quick to call B.S. on something that’s even the tiniest bit… shall we say… less-than-authentic. To ensure Philly accuracy, I lived on a strict diet of hoagies, soft pretzels, and “Wooder Ice” for three months until completion of the project. I gained twenty-seven pounds.
(Ok so that last part is B.S. Kinda. I also ate soup.)
The campaign we built is rooted in honesty. Philadelphia is The City of Brotherly Love, but all too often that phrase is glossed over with little thought given to what it really means. Brotherly love is a tough love, a family love, and having lived here and experienced it, we Philadelphians have earned the right to be outspoken. But everything we say comes from a good place. We want the best for one another, and we’re quick to speak up if we feel like someone isn’t giving it their all. We at 160over90 also sought to blur the line between “us” and “them” by pounding home the point that when it comes to the Eagles, it’s always “We.” Win or lose, rise or fall, no matter what, it’s always “We.” It always has been and it always will be.
The creative we delivered is big, bright, bold, and other b-words. We created everything from aerial banners to fly over the Jersey Shore during Labor Day Weekend to bus and train wraps, and other traditional high-visibility executions like billboards.
As a grand premiere for the campaign, we created an anthemic two-minute Eagles video to air during the NFL Kickoff game between Baltimore and Denver on NBC, as well as during the Eagles opener. As a bonus, we offered the video as an online exclusive to the Eagles’ two million Facebook fans and 300k Twitter followers to view and share just before the spot aired on television.
The video itself is a two-minute “Tough Love Letter to Philadelphia,” and we landed John Doman to perform the voiceover. Doman, a Philly native, played Deputy Police Commissioner Bill Rawls on The Wire. He also played football at North Catholic and at Penn. In addition, we got the song “It’s Thunder And It’s Lightning” from Scottish band “We Were Promised Jetpacks” to give the spot sonic elements of drama, redemption, and atmosphere. We even convinced a dude to get a huge Eagles tattoo on his arm so we could film it. It took like one second of convincing.
Saying we were all thrilled by how it turned out would be an understatement, as initial reactions to the spot have been overwhelmingly positive. The video got over 300,000 views on flyeaglesfly.com before even airing on television, and in addition to some great write-ups by The 700 Level, Barstool Philly, and Philly Mag, Twitter was a hotbed of positivity for the video, which is the first time in history Twitter has ever been a hotbed of positivity for anything. Here are some of our favorite tweets in reaction to the video, called What Brotherly Love Truly Means.
As an agency, it’s been a dream to work on a brand as beloved and iconic as our hometown Philadelphia Eagles. And just as the Eagles are embarking on a brand new season with a new leader at the helm, this is just the start of our partnership. So keep an eye out for lots more awesome stuff.
And GO BIRDS.
But seriously, watch what you say about my brother. He is a sweet boy and doesn’t deserve such talk from the likes of you.
Chief Executive Officer: Shannon Slusher
Chief Creative Officer: Darryl Cilli
Executive Creative Director: Jim Walls
Director of Client Services: John Campanella
Creative Director: Brendan Quinn
Digital Creative Director: Konstantinos Psimaris
Associate Creative Director: Travis Ludwig
Lead Motion Designer: Chris Lee
Lead Video Editor: Max Paolucci
Video Editor: Elizabeth Kalbach
Executive Producer: Tom Ammon
Producer: Nick Pitcavage
Senior Copywriter: Elliot LeBoeuf
Copywriter: Kris Blake
Designers: Alex Liebold, Mike Smith, Chad Miller, Erin McKnight
Project Manager: Brian Tennyson
Account Director: Lindsay White
Account Executive: Heather Walkowski
Developer: Cameron Baney
Web Build: Tim Beitz, Mike Medoro,
Directed by: Neighborhood Film Company