nfl decades (select pages)

7/26/2019 NFL Decades (Select Pages)

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DECADES CAMPAIGN02.25.15

SUPER BOWL 50



CAMPAIGNCONCEPT OVERVIEW



CBS SPORTS - SB50 DECADES PITCH CONCEPT DEVELOPMENT

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HISTORY IN THE MAKINGDespite social unrest, cultural upheaval, and changing trends, the Super Bowl brings us together every year without fail. It thrills us

and breaks our hearts, inspires us and gives us hope. No matter what the years throw at us, we all stop and to get swept up in the

passion of the Super Bowl.

These concepts juxtapose iconic cultural events and Super Bowl moments (half and half) to communicate history in the making,

as well as the theme of time changing, the sport changing, but Super Bowl passion always a constant. All imagery will be

presented within TV sets (decade-specific) as it’s our screens are how history’s iconic events and defining Super Bowls moments

have reached us, and decade through decade, shaped us all.

CONCEPT OVERVIEW




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60’s 70’s 80’s 90’s 00’s 10’s



REVISED DIRECTION TIMELINE




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TIMELINE

This concept transports us into a three-dimensional world, where we’re continuously traveling through a timeline screens featuring year-specific title

cards, each leading into cultural and Super Bowl footage from that year. Traveling forward reveals how the defining events of the time unfolded. Our

arrival at the end-title reinforces how that era we’ve seen connects to the larger Super Bowl era, building our anticipation for 50.

Every year, the colorful, bold typography of the on-screen title card has encapsulated the look, feel and emotion of the Big Game, as well as the

cultural zeitgeist. “1968” for example, evokes Vince Lombardi’s Packers, but also Vietnam, social upheaval, The Beatles, and Woodstock. In each

spot, the timeline becomes our dynamic device for CBS’s journey through the decades.

CONCEPT:

TREATMENT:




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1960s SCRIPT STRUCTURE SAMPLE [2 sound bites] VERSION_01

VO: THE 60’S MADE HISTORY [OPEN]

VO: AMID A TIME OF CHANGE...

PIC: Woodstock.

SOUNDBITE: Culture

VO: ONE EPIC GAME BROUGHT US ALL TO OUR FEET...

PIC: Namath runs off the field, finger pointing to the sky.

SOUNDBITE: Football Call

VO: IT ALL LEADS TO THIS [TAGLINE]

VO: CBS. THE HOME OF SUPER BOWL 50




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VO: THE 60’S CHANGED EVERYTHING [OPEN]


PIC: Woodstock.

SOUNDBITE: Culture




VO: HISTORY HAS A DESTINATION [TAGLINE]





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VO: THE 60’S WERE A DECADE OF CHANGE [OPEN]


PIC: Woodstock.

SOUNDBITE: Culture




VO: EVERY JOURNEY HAS A DESTINATION [TAGLINE]


ALT OPENING LINES:

THE 70’S WERE A DECADE OF EXCITEMENT

THE 80’S WERE A DECADE OF STYLE

THE 90’S WERE A DECADE OF SWAGGER

THE 00’S WERE A DECADE OF INVENTION




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ALTERNATE TAGLINES

TIMES HAVE CHANGED. THE GAME HAS CHANGED. PASSION HASN’T.

EVERY MOMENT EVER... HAS LED TO THIS

EVERY JOURNEY HAS A DESTINATION

EVERY ERA’S LEGACY... LEADS TO THIS

IT DOESN’T GET MORE ICONIC THAN THIS

LOOK WHERE IT’S ALL LED

LOOK HOW FAR WE’VE COME

LOOK FORWARD... TO THE BIG ONE

THE NEXT ONE... IS THE GREATEST ONE YET

YOU KNOW WHERE IT’S ALL BEEN LEADING

HISTORY HAS ALL BEEN HEADING ONE PLACE

LOOK FORWARD... TO THE MOST ICONIC ONE YET

ALL THE AMAZING ADDS UP

AMAZING JOURNEY. EPIC DESTINATION.

PREPARE FOR SOMETHING... DECADES IN THE MAKING

AMAZING MOMENTS ADD UP

ALL THAT CAME BEFORE IT... DEFINES IT

DECADES OF TRADITION... HAVE ALL BUILD TO THIS

THE GREATER THE JOURNEY, THE BIGGER THE MOMENT

THE FUTURE IS HERE

AFTER ALL THIS, WHAT COULD BE NEXT?

HOW COULD THE GAME GET ANY BIGGER?




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TIMELINE STORYBOARD




CBS SPORTS - SB50 DECADES PITCH

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nfl decades (select pages)

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