The NFL Network launched a new commercial campaign, starring Hall of Fame quarterback Joe Montana, who will talk up their Thursday night games. The commercials will be set in a diner owned by Joe Clifford, Joe Montana's friend. Employees and patrons are coming and going in the diner and take time to discuss upcoming football games and talk about "how inside the access is" on the NFL Network.

The NFL Network commercials will be shot every other week on Monday, edited on Tuesday and telecast on Thursday on the NFL Network and its broadcast partners. They will come in 10, 15 and 30 second in lengths. The online version will be on NFL.com/joes, where football fans can view previous commercials, watch a fictional documentary about Joe Clifford and look deeper into the bios of the characters in the spots. The commercials will run dring the NFL football season and have a "season finale" on the Super Bowl broadcast February 3, 2008.

Currently the NFL Network, Time Warner Cable and other major cable operators are battling about basic cable providers carrying the niche sports channel.  The cable companies are refusing to cough up extra cash.  And so the battle continues.