The two-minute spot, directed by acclaimed filmmaker Peter Berg, aired immediately after Kendrick Lamar's halftime performance, capturing national attention during the biggest television event of the year. The commercial, starring former NFL player and current ESPN host Pat McAfee alongside league icons Justin Jefferson, Marshawn Lynch, and Myles Garrett, used a high school comedy theme to highlight the growing momentum of girls flag football.
The campaign is part of the NFL's broader push to have the sport recognized as a varsity sport in all 50 states. Featuring some of the top female flag football players in the world, the ad showcased the excitement, skill, and inclusivity of the sport.
Filming for the commercial took place at Chula Vista High School just last month, marking yet another major production choosing San Diego as its setting. Coinciding with the NFL shoot, Meta Platforms - Mark Zuckerberg’s tech conglomerate - was also in town filming a commercial in North Park, further underscoring San Diego's rising status as a sought-after location for major productions. The city's appeal as a filming destination has grown in recent years, thanks to its diverse scenery, favorable costs, and film-friendly policies.
The surge in commercial and film productions aligns with San Diego's broader aspirations to become a major player in the entertainment industry. The incoming Chula Vista Entertainment Complex, an $85 million virtual production studio set to break ground by the end of 2025. This state-of-the-art facility will provide Hollywood-level production capabilities, educational programs, and co-working spaces, positioning Chula Vista as a key hub for future productions.
With the NFL's Super Bowl commercial and Meta's recent shoot adding to a growing list of high-profile projects filmed in the region, San Diego continues to carve out its place in the entertainment industry. As more companies and productions recognize the city's potential, local businesses and creatives stand to benefit from the influx of opportunities. The success of Chula Vista High School's national TV moment is just another example of the city's growing role on the big stage.
Check out the full commercial below:
Originally published on February 10, 2025.
