The NFL Strikes Back

Today in The Times, advertising reporter Stuart Elliot covers the NFL’s latest ad campaign, which is meant to combat the current group of professional football players who have gone a little wild. The campaign, which launches today and was created by BBDO Worldwide shines a a spotlight on the “good guys” of the game. The ads feature wholesome imagery from a player talking to his mother to another reading to his daughters before bed time. Participating players include: Matt Hasselbck, Willie McGinest, Brady Quinn, Braylon Edwards and Vince Young.

In Young’s spot, the Tennessee Titan discusses “how all his rose tattoos are in honor of “the women in my life,” including his mother, sisters, nieces and a grandmother.” The commercial is being used to specifically address the issue of tattoos, which some fans find off-putting. “It’s not one of my favorite things,” said Alfred Merrin, vice chairman and executive creative director at the BBDO New York office, “and culturally, it’s difficult for a lot of people to understand.” We’re kind of surprised by this one. Tattoos? On the body? Hard to understand? Hey, if that’s what their research shows. We’re going to go out on a limb here and say this – tattoos on black men are probably hard to understand. People get that all mixed up with prisons and what not. Right? Merrin is that what you meant? Considering that Americans, young and old, Republicans or Dems, armed forces and not, get tattoos, that’s the only thing that makes sense to explain such a concern.

Anyway… “It is not a campaign to address the Michael Vicks of the world — it’s bigger than that,” Mr. Merrin said. “It’s about getting inside these guys and revealing something of their character, their values, what it takes to be in the N.F.L.”

Good the NFL is getting in there and fighting back.