The NFL schedule was released last night, and while fans are contemplating tough matchups and what games to attend, let’s talk about the effort teams put into their schedule announcements. Yes, I am talking about the content! Schedule release videos are planned out months in advance, and it’s time we give credit where credit is due.
For NFL content teams, this can be a grueling and time-consuming process. A process which, based on the fan’s responses, is well worth it.
So what makes a good release video? Is it the pop culture references? Is it the celebrity appearances? Player involvement? Or do fans even care about the glitz and glam of it all? Based on the social media engagement I have seen in the past 12 hours, my opinion is that fans eat it all up.
So who does it best? Let’s go through what videos are considered to be one of the greats this year.
The Eagles decided to tug at the heartstrings with this year’s video, using player’s dogs to announce their schedule. Each clip showcases a different player’s dog, their name, and an opponent. Some of the clips tied into the matchup, having the dogs chewing on a jet or a pirate chew toy.
The Eagles could do no wrong producing this video — everyone loves a good puppy video. Fan or not, I think we can all agree that the clip of Jason Kelce’s dog chewing on a Chiefs towel to the soundbite “Hi Uncle Travy,” will make you laugh.
Team dog Reggie Dawg Mentality@Ticketmaster | #FlyEaglesFly pic.twitter.com/wKS4HkAYNP
— Philadelphia Eagles (@Eagles) May 12, 2023
Kansas City Chiefs
We knew the Chiefs would bring in Super Bowl MVP Patrick Mahomes to help release their schedule — not only to get fans excited, but the guy has proven great onscreen in his State Farm commercials.
The video starts off with Mahomes opening his cell phone to a message that the schedule has been released followed by each game announced with a different social media medium. From IG reel-styled videos, Spotify songs, text chains, and tweets, the video keeps viewers entertained. I liked this concept because it is an easy way to pull in different media forms and include influencers, current and past players, and community members.
Hey @PatrickMahomes, have you seen the Chiefs 2023 schedule? pic.twitter.com/qtRVXKAz92
— Kansas City Chiefs (@Chiefs) May 12, 2023
Los Angeles Rams
In a similar approach to leaning into social media to help them release their schedule announcement, the Rams took a different approach with each clip of a game announcement being a different Tik Tok trend.
They had influencers involved as well as spoofing trends like “Cheese of Truth,” “Coffee Reveals,” “Clean Tok,” and “Cooking Tok,” just to name a few. If that all sounds like nonsense to you, watch the video, you won’t be disappointed. Again, I liked this trend because it is relatable to the current social media climate and has a little something for everyone.
A schedule release just For You. pic.twitter.com/T2C6SMlDdQ
— Los Angeles Rams (@RamsNFL) May 12, 2023
The Vikings directed an extremely clean-cut schedule release video. Showcasing the Vikings’ campus, the video displays clean transitions accompanied by broadcaster sound bites to announce their opponents. Viewers get to see the stadium, offices, training facility, weight room, kitchen, and more.
This is a unique inside look at the Vikings organization and gives fans more of a personal experience than other videos might. As long as you don’t get motion sick easily, you will love this clean and well-produced video.
122 days until Week 1
Enjoy The Ride pic.twitter.com/UZgsYsbygF
— Minnesota Vikings (@Vikings) May 12, 2023
The Jaguars did a great job playing on the NFL being a scripted storyline. The video introduces many “characters” like the Jaguars’ Head Writer, their own players as actors, and stunt doubles.
The video shows a dramatic rendition of what it would be like to write a script for an NFL team. Everyone involved sold the story, and it is a funny way of not only poking fun at their season and mishaps but also being a part of the narrative going into the next season.
2023 Schedule Release
You can’t write this stuff… or can you?@Dream_Finders | #DUUUVAL pic.twitter.com/UKDuwtpfBB
— Jacksonville Jaguars (@Jaguars) May 12, 2023
New Orleans Saints
Another jab at the NFL being scripted, the Saints took a more MTV True Story approach to it. Instead of a behind-the-scenes style video like the Jags, the Saints took to confessional style interviews to tell their story of how players got “cast” and make jokes about the script. It ended with a writers’ strike notice and the scrolling credits showcasing the schedule.
Again, well done at being able to throw humor into an ongoing NFL script conspiracy theory. This video showcased players’ personalities and also got the schedule out in a clean and clear way.
The Script is in… #Saints | @SeatGeek pic.twitter.com/K8rBH5hu97
— New Orleans Saints (@Saints) May 12, 2023
Here we go with a stellar use of a pop culture reference. A play on the show “The Bear,” which is based in Chicago, was the perfect fit for this year’s schedule release. The video features members of the Bears dressed up in the kitchen making references to their opposing teams, followed by a food ticket being hung up with that date and time.
I love this video because while the concept seems simple, the team wrote, filmed, and cut this video so well that even the numerous mentions of the famous “yes Chef” tagline from the show seemed natural. Spoofing a show or movie can not always go according to plan, but the Bears executed it in a funny and lighthearted manner.
Schedule release? Yes, Chef. pic.twitter.com/y967k2402T
— Chicago Bears (@ChicagoBears) May 12, 2023
New York Giants
Almost everyone can say they have heard of Escape Rooms. An activity that became popular in the US over the past few years, you’ve either done it or have heard of it. Escape Rooms have been used by friends, companies, and teams as a type of team-building activity, so for Giants players to be videotaped going through one of these exercises was hilarious to watch.
The video not only gets to show off the team’s chemistry off the field but gives fans a look at individual personalities as well. The puzzles and fake schedules that the players had to endure were entertaining enough to keep me watching the full five-minute video.
ESCAPE ROOM: Unlock the 2023 Schedule pic.twitter.com/gXbKuihLdR
— New York Giants (@Giants) May 11, 2023
Los Angeles Chargers
They did it again! For the second year in a row, the Chargers have produced a full-blown anime-style video to announce their schedule. I say stick to what you know, fans loved it last year so why not bring it back? While proving entertaining, we can also appreciate the time and effort that went into producing the video.
From the character creation to the stories that pair up with each opponent, no wonder this video catches so much attention. The details in every clip are detailed and well-thought-out. A video like this during a busy offseason gives a sneak peek into the content the Chargers will produce this year.
should we REALLY make our schedule release video an anime AGAIN?
yes yes yesyes
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yes yes yes yes yes
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yes yes yesyes pic.twitter.com/z7qyNGyWHp
— Los Angeles Chargers (@chargers) May 12, 2023
Starting off with a simple yet relatable concept, the Titans decided to take to the streets of Broadway in Nashville to have random bystanders help them announce their schedule. The gist of this video is that people were guessing the Titans’ opposing team logos and giving funny incorrect answers. The clip was then followed by the date, time, and logo of that team.
The reason I loved this release video is that it actually had me laughing out loud with the answers that were given and while it was simple, it was a smart play on the trend of street-style interviews we are seeing more of on social media.
All our rowdy friends are at Robert’s and ready for football!
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: 2023 Schedule Release on @nflnetwork pic.twitter.com/ymAaKLU87L
— Tennessee Titans (@Titans) May 12, 2023