TLDR: The National Football League (NFL) has officially confirmed that its new ‘Ride the Float’ commercial, part of the ‘You Better Believe It’ campaign for the 2025 season kickoff, extensively utilized generative artificial intelligence. The ad, which aired during the Dallas Cowboys vs. Philadelphia Eagles game, has drawn significant attention and mixed reactions from fans due to its distinctive, often ‘uncanny valley’ visuals.
The National Football League (NFL) has officially announced that its much-discussed ‘Ride the Float’ commercial, which premiered during the 2025 season’s opening game between the Dallas Cowboys and Philadelphia Eagles, was created with the significant integration of generative artificial intelligence. The confirmation comes from an official NFL press release, validating widespread fan speculation regarding the ad’s unique visual style.
The commercial, a key component of the NFL’s new ‘You Better Believe It’ campaign, features a fantastical parade of floats celebrating all 32 teams. Viewers quickly pointed out elements that bore the hallmarks of AI-generated content, such as a singing baby in Raiders gear, an unusually smooth CGI lion, and overall glossy, ‘uncanny valley’ aesthetics in various parade scenes. These visual cues sparked a flurry of online discussion, with many fans expressing a sense of disconnect from the ad’s surreal imagery.
Tim Ellis, the NFL’s Chief Marketing Officer, addressed the creative decision in the press release, stating, “Our fans are at the heart of this campaign – their joy, optimism and belief in what’s possible – and we embraced AI to bring them even closer to the game they love.” He further elaborated, “By combining technological innovation and human creativity, we had the opportunity to pay tribute to each of our 32 fanbases in one unified fantastical celebration and build a world as limitless and imaginative as they are.” The commercial was developed in collaboration with creative agency 72andSunny and directed by Kerry Furrh and Olivia Mitchell of TUSK, blending live-action footage with CGI and generative AI.
The use of AI reportedly allowed for drastic reductions in production costs and timelines, offering creative freedom that would have been prohibitively expensive with traditional CGI alone. The ad features numerous nods to team culture and lore, including Major Tuddy taking flight, a frozen ‘Joe Cool’ (Joe Burrow), and celebrity cameos from Druski and The Rizzler, all set to Normani’s rendition of Quad City DJ’s ‘C’Mon ‘N Ride The Train.’
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Fan reactions have been polarized. While some have lauded the NFL’s innovative approach and the spectacle created, others have criticized the ad, describing it as ‘soulless’ or ‘digital glitter.’ Social media platforms saw an explosion of comments, reflecting a broader debate about the role of AI in creative industries. Despite the mixed reception, the NFL has indicated that ‘Ride the Float’ is just the first in a series of AI-powered advertisements planned for the ongoing season, signaling a deeper commitment to integrating this technology into their marketing strategies.
