NBC Sports is gearing up to launch Thursday Night Football via a “comprehensive marketing campaign that includes unprecedented customized content produced in conjunction with NBC Entertainment, as well as Illumination Entertainment and Universal Pictures.” With games set to hit the broadcast channel on Nov. 17, a slate of NBC Entertainment programs that include The Blacklist, Blindspot, Chicago Fire/Med/PD, Law & Order: SVU, Superstore, and The Voice, as well as the upcoming film Sing, have all created customized content spun from the “Start your weekend early” TNF campaign. For example, one spot sees the cast of Superstore neglect to help a customer because they are watching TNF on the store’s TVs while Blindspot will showcase the cast sooving a TNF tattoo mtsery.

“As the only network with two primetime NFL packages, we wanted to distinguish TNF with the proposition that millennials start their weekend early,” said Jenny Storms, CMO, NBC Sports Group. “And what better way to reach millennials than with the casts of their favorite shows watching Thursday Night Football within customized spots produced by the shows themselves. This customized consumer engagement plan demonstrates NBCUniversal’s extraordinary company-wide support for TNF.”