A pack of bears toss some fish around with some meat packers on the shore of the Amazon river.
This wacky nature scene is the very literal visualization featured in a new ad for Amazon’s first Thursday-night NFL game between the Green Bay Packers and the Chicago Bears later this month. Get it?
Complete with a David-Attenborough-esque narrator, the ad will air online and across social media in the weeks leading up to the game.
The rivalry face-off will be the first to stream on Amazon’s Prime service, kicking off the internet giant’s 11-game streaming contract with the league.
The NFL has struggled with Thursday-night programming in the past; the match-ups aren’t always the most exciting and tend to be rather sloppy.
But the games were actually a moderate success for Twitter when it bought the same streaming deal last year.
Maybe that’s why Amazon from shelled out a reported $50 million—five times what Twitter paid—to wrest the rights away this year. Unlike Twitter’s free broadcasts, Amazon’s games will only available to Prime subscribers, making them potentially more lucrative to the company.
Amazon is already taking steps to set its own broadcast apart. According to Sports Business Daily, it will offer three extra feeds of the game in addition to the standard CBS production with play-by-play and analysis in Spanish, Brazilian Portuguese, and non-sports-jargon-English for more casual viewers.
Hopefully, the games this year prove to be bit more gripping than the lazy inter-species game of salmon catch.