Madden NFL 20

Client: EA Sports

We Put Stardom in the Hands of the Gamer


The Madden NFL franchise is a staple for EA Sports, with a history of fandom that spans decades, and the most realistic digital football experience gaming has to offer.

The Idea

With the launch of Madden NFL 20, EA Sports asked us to create a campaign that would generate anticipation and hype its most innovative version of the title to date.

With brand new features, player modes, and storylines, Madden NFL 20 provides gamers unparalleled freedom to achieve superstardom whichever way they choose.

And what announces a player’s arrival as a superstar better than being given the keys to lead the iconic football huddle? But in true Madden NFL 20 spirit, we put the huddle in people’s hands to lead it their way.

What starts as a typical Patrick Mahomes football huddle becomes a veritable showdown between athletes, hip-hop stars, cultural icons, and an everyday gamer.  As each star boasts on how they’re going to achieve gridiron greatness, the film is packed with jokes, dance moves, easter eggs, a smoke bomb, and, yes, even a jet ski.

Then, for the launch of the NFL season, we released four new films, each highlighting Madden NFL 20 features that put stardom in the hands of the gamer.


And unlike “Bring It In,” our NFL kickoff films took place in the living rooms, where gamers make their extraordinary plays.

Madden NFL 21

This new wave of players walk it before they talk it. And since they’re too busy going all out to stop and give themselves a pat on the back, somebody has to do it.

So, to launch the newest installment in the Madden NFL franchise, we created The NFL’s best-kept secret until now—The Spokesplayer.

He speaks up for this rising generation that’s too busy going all out to speak up for themselves. He’s not an agent or PR rep. He’s the man willing to say what needs to be said, with the heart of a player who’s got nothing but time to speak his mind.

In our launch film, ‘A New Era’, The Spokesplayer speaks up on how Patrick Mahomes, Lamar Jackson, Christian McCaffrey, Gamers, Madden itself are going all out to change the game.

But this is just the start. The Spokesplayer promises to keep speaking up for the rising generation of players both on the field and between the sticks as the upcoming NFL season kicks-off.


Ad Age — 09.02.2020
Madden 21 Introduces The Spokesplayer – A Look Into EA Sports’ Marketing Blitz
AdForum — 09.02.2020
Madden NFL 21 “The Spokesplayer”
Campaign US — 09.02.2020
Madden NFL 21 trailer and campaign a sign of the changing times
Ads of the World — 09.02.2020
Madden NFL 21, The Spokesplayer
MediaPost — 09.02.2020
‘Madden NFL 21’ Video Game Ready To Kick Off — It’s Already Been Kicked Around
SHOOT — 09.02.2020
David Gordon Green Directs “The Spokesplayer” For Madden NFL 21, Johannes Leonardo

Next Project

EA Sports
The Spokes Player
This new wave of players walk it before they talk it.
See project