EAST RUTHERFORD, N.J**. –The New York Football Giants and three of their players, Jason Pierre-Paul, Prince Amukamara and Stevie Brown, have teamed up to produce a series of NFL PLAY 60 commercial spots with students from a middle school in the Bronx, NY. The spots feature the children engaging and teaching the players in the art of "Street Games" as a way to get out and get exercise. The commercials were produced by Big Blue Entertainment, the Giants in-house production team, along with the team's Community Relations Department.
"This is a unique and different take on the NFL's PLAY 60 campaign," said Don Sperling, the Giants Vice President and Executive Producer. "The campaign historically has the players engaging and encouraging children to go out and PLAY 60. We inverted the concept and let the students here at P.S. 279 Middle School in the Bronx show our players the storied tradition of Street Games as a fun way to get out and play. It was very empowering for the students, and humbling but fun for our players."
To Prince Amukamara, it was like a trip back in time. "These street games really reminded me of my childhood. Playing hopscotch, double-dutch – I mean I had five sisters, so I learned all of these games from them and now adding all these new ones, it just brings back such great memories."
"For the past decade, the New York Giants have focused much of our community relations initiatives on the health and wellness of our youth," said Giants Vice President of Community and Corporate Relations Allison Stangeby. "Through our knowledge and expertise, along with the assistance of our players, we have been able to take our PLAY 60 message to thousands of children in the tri-state area. It is our hope that we are part of the solution by encouraging the children of today, and more importantly the adults of tomorrow, to participate in 60 minutes of activity each day."
The campaign features several creative concepts around each player. The spots are versioned in 90, 60, 30 and 15 seconds in length.