In December 2022, YouTube and YouTube TV made headlines as they became the new consumer distribution channel for NFL Sunday Ticket, ending DirecTV's nearly 30-year reign. To announce the big news to football fans everywhere, we chose football’s biggest day – Super Bowl LVII. The game plan was simple: let fans know that YouTube is the new home of NFL Sunday Ticket and do it in a way that only YouTube could.

To announce YouTube’s biggest partnership ever (NFL Sunday Ticket), we didn’t hire Super Bowl celebrities or rely on big theatrics, we unearthed one of the most famous viral videos ever uploaded to YouTube: “Keyboard Cat”. But instead of having the cat play his familiar tune, we had him play the a football anthem, NFL's own music theme to bring together the world of YouTube and NFL in an unexpected and memorable way. With some movie magic, we were able to reanimate and reimagine the classic video to usher in a new chapter of YouTube’s legacy.

Unless you have been living under a rock for the last 18 years, you know what YouTube is. And if even you’ve been living under a rock, you’ve likely used YouTube to find out how @Primitiveman can help you with your cave needs.

The magic of YouTube is immense, and for each person it can be unique, but somethings on YouTube transcend the individual and become indelibly inked in the minds of many. Charlie Bit My Finger. Gangnam Style. Nyan Cat. Dude Perfect, and even Despacito.

We knew that to launch something as big as NFL and YouTube coming together, we needed something iconic, memorable, something only YouTube could do.

Our strategy was simple.

Show what happens when the NFL comes to YouTube.

The campaign achieved a total of 138 million impressions across social and TV. Please see confidential section for full results.