FOR IMMEDIATE RELEASE
NFL                         2/2/01

CONTACTS
Brian McCarthy/Steve Alic
NFL, 212/450-2000

NEW YORK, February 2, 2001 – For the third consecutive year, National Football League promotional television messages airing during the Super Bowl won acclaim from media and fans.

This year’s NFL spot promoting the game of football, titled "Perfect Day," earned Sports Illustrated’s "Best Ad" honors among all commercials that aired during Super Bowl XXXV. The 60-second piece was written and developed in-house by the NFL and produced in conjunction with NFL Films in Mt. Laurel, N.J.

In addition to "Perfect Day," an NFL/United Way community service message featuring Santana Dotson of the Green Bay Packers was voted the sixth-most popular among 55 commercials shown during Super Bowl XXXV in USA Today’s AdMeter polling system. USA Today’s AdMeter did not include spots run during halftime, which is when "Perfect Day" aired. Young & Rubicam in New York produced the 2000 NFL/United Way spots.

"Perfect Day" was created for Super Bowl viewers to promote the league and the game of football. This is the first of a series of NFL promotional messages that will reflect the unique way football brings people together as well as the NFL’s position as the world’s premier sports entertainment company.

Accolades given to the NFL for "Perfect Day" follow the success of last season’s "Thank You Fans" spot, chosen as the third-best Super Bowl XXXIV ad by Advertising Age. In 1999, USA Today’s AdMeter voted the NFL’s "Thank You" spot the fifth-most popular commercial shown during Super Bowl XXXIII.

"Perfect Day" is a 60-second production that features everyday people experiencing a kaleidoscope of football thrills. The spot shows several generations of fans sharing the exhilaration of football experiences though participation and attending NFL games. Cuts from home movies mixed with NFL Films footage captures the color, emotion and connectivity that fans and the league have enjoyed throughout the past 81 seasons.

Genuine reality is an engaging element of "Perfect Day." The NFL and the game of football is seen touching familiar places including living rooms, schools, backyards, parks and sandlots as well as exuberant NFL stadiums. Background audio is entirely Lou Reed’s singing of "Perfect Day," a humble melody that correlates to the passion and theatre emitted by the spot’s football imagery.