by Morgan Campbell
Originally published: May 3, 2017
The TV spot for the CFL’s new marketing campaign opens with a shot of a pre-teen girl walking with her headphones on and pausing near a pickup football game.
When the boys on the field spot her, they invite her to play and after a momentary hesitation she joins them on the field.
Soon after they hand her the ball she breaks away for a touchdown, proving she belongs and setting the tone for how the league plans to sell itself in 2017.
Last month, the Toronto Star got an exclusive first look at the TV spot and campaign, set to launch Sunday in the three-week lead-up to training camp.