Cheadle appeared in NFL commercials promoting the Super Bowl from 2002 to 2005. He so regularly appeared for the NFL in its Super Bowl advertising that in 2006, in a drive to get fans to submit their own advertising ideas, the NFL sought his permission to reference his previous commercials to portray themselves as having no new ideas: "he quickly signed off on the idea and found it funny." Abe Sutton (along with Etan Bednarsh), one of the finalists in this NFL contest, played on this commercial by proposing an ad where every player on a football team is Don Cheadle.