The Green Bay Packers' social-media team employed the acting talents of running back Josh Jacobs — and other Packers celebrities along the way — to engineer this year's schedule-release video, going inside a Jacobs dream to plot out the dates of the games.
It was … weird! But fun?
It's part of a recent trend in which NFL teams try to outdo their brethren with the most buzzy viral video announcing the team's schedule. The videos are often filled with tricks of animation, parody and a litany of inside references. It's become the NFL social-media Super Bowl.