A Century of Cravings

Insight

You can't help but get hungry when watching football, it's almost as if the entire sport is a conspiracy designed to get you to buy food.

Idea

Matthew McConaughey becomes obsessed with the idea that the NFL is designed to make you to buy more food.

Execution

A series of films that follow McConaughey discovering the conspiracy and then trying to convince hollywood to make a film about it.

Notes

Goddam this is a great idea. They cracked a beauty in the way this brings together a great celeb cameo with a hilarious, self-aware, but also kinda genuine tie in to the product.