NFL + LIONSGATE
OVERBOARD 2018 FILM INTEGRATION
NFL+ LIONSGATE/PANTELION FILMS
OVERBOARD FEATURE FILM INTEGRATION
LATINX SUPERSTARS AND THE SEAHAWKS
The National Football League was seeking to connect with both their Latino fans and the youth audience. We partnered them with the remake of the 80s hit Overboard starring Eugenio Derbez and created a lighthearted, cultural integration with the NFL Seahawks.
The NFL was seeking to connect with both their Latino fans and the youth audience. We partnered them with the remake of the 80s hit Overboard starring Eugenio Derbez and created a lighthearted, cultural integration with the NFL Seahawks. The NFL’s presence in the film was noteworthy with logos, gear and branding featured prominently. Overboard netted $90M from the worldwide box office.
While the NFL has 187M fans, they discovered that fandom wasn’t being passed down generationally in families like it had in the past, so they were searching for unique ways to reach younger audiences and families.
They also realized that as the Latino population soared, it was a critical time to make inroads with that segment of the their fanbase.
We discovered that the seminal, hit film “Overboard” was being remade a terrific cast, fronted by LatinX superstar Eugenio Derbez, Anna Faris, and costarring Eva Longoria. The film would feature characters speaking a mix of English and Spanish, and its setting was the Pacific Northwest, which provided an organic opportunity for the Seahawks to be integrated.
We worked with producers to weave the Seahawks and NFL consumer products into the film, as well as a key scene depicting kids playing flag football.
The Seahawks presence in the film was noteworthy with logos, gear and branding featured prominently. And by a stroke of luck, Anna Faris was also a fan of the team, and was happy to wear merchandise. Overboard netted $90M from the worldwide box office.