I always felt that NFL games were about small moments. Seemingly insignificant moments during a game that actually, in the end, become the biggest moments of the game. Because every moment is a big moment. It was this strategy and campaign that won the NFL business, and although they didn't end up executing that campaign exactly as presented, I still walked away with a bunch of tasty spots.

The fourth spot seen here was to be the NFL's Super Bowl spot. Shortly before it was to go out it was pulled for a super slow motion instant replay shot of Reggie Bush diving for the end zone set to the music of Arcade Fire. Yeah, you read that right.