Naked and Karmarama have a tight deadline in which to crack the brief with the NFL's flagship event, the Super Bowl, being broadcast on Five on 26 January. It will also be broadcast on Sky Sports.
John Harlow, a founding partner at Naked, said the exact media schedule had yet to be planned but that he would probably be looking for a media buying agency.
The relaunch project will focus on the spectacle of the sport and shy away from any technical aspects of the game.
"We are not going to focus on the ins and outs of NFL as a sport as it is quite complex for many viewers," Harlow said. "We are going to concentrate on the spectacle of the event. It is a unique project and one of the world's biggest sports events of the calendar year."
He added that the client was looking for a multimedia approach and had been impressed by the kind of work that Naked and Karmarama had done for Selfridges for its "Tokyo Life" promotion last year.
The campaign used a Japanese theme for a Selfridges retail promotion that included Japanese-style jingles on radio executions, street-side vending machines and themed point-of-sale material.
In the US, the Super Bowl commands some of the highest advertising price slots and is used by companies to break major campaigns.