NFL joins Steve Gleason in new 'game-changing' ad campaign to fight ALS

NEW ORLEANS -- The NFL has teamed up with Steve Gleason in his latest push to conquer ALS.

Together with marketing agency KBS, they created the "Game-Changing Moment" campaign that launched this past Sunday with a series of commercials featuring classic NFL "game-changing" moments.

Among them are the original "The Catch" by San Francisco 49ers receiver Dwight Clark, last year's dynamic one-handed catch by New York Giants receiver Odell Beckham Jr. and Gleason's own blocked punt with the New Orleans Saints when the Superdome reopened after Hurricane Katrina. A social media campaign will begin next week.

The commercials say, "The NFL has had 1,000's of game-changers. ALS needs 1."

"We appreciate the passion and drive of Steve to help make a difference, and wanted to lend our support," NFL spokesman Brian McCarthy said.

Gleason, who was diagnosed with ALS in 2011, has become a renowned advocate for those with ALS and other neuromuscular disorders. Earlier this year he and his Team Gleason foundation were the driving force behind The Steve Gleason Act, which was signed into law by President Barack Obama and will make critical technology available to patients through Medicare and Medicaid.

Gleason and former Saints linebacker Scott Fujita were among those who collaborated with the NFL and commissioner Roger Goodell while the latest campaign was being created.

"We're grateful for our partners, especially Roger Goodell and the entire NFL organization, who generously donated their time and resources to make this effort a reality," Gleason said in a statement. "This campaign will (aid) in our mission to generate the world's largest comprehensive ALS research initiative to find a treatment or cure for this disease that has affected my life and millions of others around the globe."