In 2024, Wave Sports + Entertainment enlisted LA-based creative agency Saylor to help launch NFL Sunday Ticket on YouTube TV. In a competitive landscape with numerous streaming platforms and packages vying for attention, the team sought to set NFL Sunday Ticket apart by reimagining how to connect with football fans through a bold and innovative approach. The commercial aimed to cut through the noise and position NFL Sunday Ticket as the ultimate destination for NFL fans, offering a unique experience that couldn’t be found elsewhere.
The campaign’s primary goals were to:
To achieve the commercial’s goals, the team leveraged NFL legend Jason Kelce at a pivotal moment in his career—transforming his retirement story into the launch of an exciting new chapter. Saylor and Wave Sports + Entertainment crafted a commercial that invited fans into the living room of Jason and Kylie Kelce, blending authenticity with relatability.
In storyboarding to crafting dialogue, we shaped our creative approach with a social-first strategy in mind, assuring the creative would translate both on television and on social feeds, while also aligning closely with what fans know and love about the Kelce family.
In execution, we integrated inspiration from sports media and the Kelces’ home life to resonate with our target audience, while presenting something new and unique. From cleverly editing Jason and Kylie’s natural banter to set decoration details that gave their living room an extra “lived-in” feel, we were able to execute a creative that felt natural and in-world for the talent, while also meeting the creative needs of stakeholders at Google and the NFL.
This personal, behind-the-scenes approach resonated with viewers, offering a fresh and intimate way for fans to experience the game from the comfort of their own homes. By combining the Kelces’ genuine connection with their audience and the excitement of the NFL Sunday Ticket offering, the ad created a unique bond between YouTube TV and its viewers, driving engagement and positioning the platform as the ultimate destination for NFL content.
With 7.2 million video views, 82% viewability, 206,000 clicks, and 31.1 million total impressions, the NFL Sunday Ticket launch on YouTube TV reached a wide audience and captured significant attention. These metrics highlight the effectiveness of Saylor and Wave Sports + Entertainment’s approach in both generating awareness and driving meaningful engagement.
By highlighting Jason Kelce’s retirement story and bringing his authentic family dynamic into millions of homes, the team effectively connected with fans, offering them a unique and relatable experience. The results demonstrate how the innovative approach resonated with the target audience, achieving not only engagement goals but also reinforcing YouTube TV’s position as the go-to platform for NFL fans.
