The Los Angeles Rams have unveiled a high-profile marketing campaign ahead of the 2026 NFL Draft, reviving West Coast nostalgia while spotlighting the cultural identity of Los Angeles. At the center of the initiative is a cinematic video titled “Thursday,” inspired by the cult classic Friday, originally produced by New Line Cinema.
Released one week before Draft Week, the video serves as the flagship content piece of the Rams’ 2026 campaign. It merges football, comedy and local culture, positioning the franchise not just as a sports team but as a cultural institution rooted deeply in Los Angeles.
As one of the NFL’s oldest franchises and reigning Super Bowl LVI champions, the Rams have long emphasized their connection to the city. With this campaign, the organization doubles down on that identity—celebrating both its football legacy and the broader cultural fabric of Los Angeles.
The “Thursday” video pays homage to Friday through casting and storytelling choices that resonate across generations. Notably, O’Shea Jackson Jr., son of Ice Cube, and Destin Tucker, son of Chris Tucker, step into roles reminiscent of the original film’s iconic characters. Their involvement reinforces the campaign’s authenticity while bridging past and present cultural touchpoints.
Filmed in West Athens, a neighborhood southeast of Inglewood and near SoFi Stadium, the production intentionally grounds itself in the community that surrounds the team’s home base. This geographic choice underscores the Rams’ effort to reflect real local narratives rather than relying solely on nostalgia.
Thematically, “Thursday” captures the anticipation and tension leading up to the NFL Draft. Structured as a countdown, the video weaves together comedic and nostalgic moments that mirror the excitement of potential player selections. By framing Draft Week through a familiar cinematic lens, the Rams aim to make the event more accessible and entertaining for a broader audience.
The campaign also introduces updated team branding, including a refreshed logo and new uniforms, signaling a visual evolution alongside the storytelling push.
Beyond digital content, the Rams are extending the campaign into real-world fan engagement. In partnership with Zillow, the team launched the “Zillow Draft House,” a pop-up experience that opened April 16 at Cinépolis Inglewood within Hollywood Park.
The interactive space includes: A mock living room simulating the experience of being drafted, A small turf football field, An exclusive retail shop featuring limited merchandise
The broader celebration continues with a multi-day event at Hollywood Park, including a Rams Block Party sponsored by Zillow. Fans attending the event can watch the draft live while enjoying carnival rides, games and community activities.
Importantly, proceeds from the Fan Fair will support the Rams Foundation, which focuses on expanding access, opportunity and equity for residents across Los Angeles.
The campaign was developed in collaboration with TBWA\Chiat\Day Los Angeles, with a clear directive: honor the cultural significance of Friday while ensuring the storytelling resonates authentically with modern audiences.
Creative teams worked closely with the Rams to maintain fidelity to the original film’s tone, from casting decisions to location selection and narrative structure. However, the campaign’s ambition extends beyond homage.
Rather than relying purely on nostalgia, the Rams are positioning “Thursday” as a reflection of Los Angeles’ diversity and evolving cultural identity. By blending sports, entertainment and community engagement, the franchise aims to create a campaign that resonates both on and off the field.
As the NFL Draft approaches, the Rams’ “Thursday” campaign represents a strategic effort to energize fans while reinforcing the team’s role within the cultural landscape of Los Angeles. By connecting football with film history and local community experiences, the organization is crafting a multidimensional narrative one that extends far beyond the game itself.