Fired up for these NFL playoffs and getting blank stares from out-of-towners? Want to brag on the Jags and Jax?


“We are Duval. Duval ‘til we die,” proclaims a video recently released by the Jaguars that mixes game highlights, scenes of the area and a stirring voiceover by radio host and Jacksonville native Al Letson.

“Call it whatever you want: First Coast, Jax, J’ville, the River City, but it’s most certainly one thing: bold,” it says. “And that’s what you have to be in Duval. We are small market, but we do big things. There are haters, doubters and non-believers. And then there’s us, proving them all wrong.”

As Jaguar interceptions of Pittsburgh passes and rabid, teal-clad fans are shown, it says, “… In this town we are all one thing. That’s right: Duval.”

“We must defend it. We must protect it. And we certainly cherish it. Why? Because it’s who were are.”

It’s like a two-minute Tom Coughlin speech, without all the yelling.