NFL on Arcade Fire

National Football League commercials this year featured “Wake Up”, a track from Montreal indie band Arcade Fire. “Best Fans on the Planet” shows Reggie Bush rocketing through the air to score a touchdown, supported by thousands of fans. “Seasons of Change” shows NFL play interspersed with winter, spring, summer and fall footage demonstrating how much can change in a year. In 2008 Arcade Fire lodged a protest after NFL used their track, “No Cars Go”, without permission. This year it was all official, with Arcade Fire donating their licensing fees to Haiti relief in association with Partners in Health.

Reggie Bush in NFL commercial

Click on the image below to play the Best Fans video.

Click on the image below to play the Seasons video.


The NFL campaign was developed at Grey, New York, by chief creative officer Tor Myhren, executive creative director Todd Tilford, executive producer James McPherson, agency producer Allison Horn.

Filming was shot by director Hank McElwee via NFL Films.

Editor was Aaron Tompkins at Rock Paper Scissors, Los Angeles, with producer Helena Lee.

Post production and VFX were produced at Absolute Post by lead VFX/Flame artist Dirk Greene, executive producer Sally Heath.