The National Football League (NFL) today introduced its Super Bowl Babies campaign that will feature a :60 TV commercial slated for Super Bowl 50 on Sunday, February 7 on CBS.
The new commercial called “Super Bowl Babies Choir” is the latest chapter in the NFL’s campaign titled “Football is Family.” It features the biggest collection of Super Bowl Babies: fans born in Super Bowl winning cities approximately nine months after the game. This group encompasses 49-year-old Green Bay Packer babies all the way to year-old Seattle Seahawks babies.
“For 49 years, our fans have rallied around their favorite teams on Super Bowl Sunday and passed their pride and passion down to the next generation,” said NFL Chief Marketing Officer Dawn Hudson. “We are excited to celebrate our football families by shining the spotlight on Super Bowl Babies, those fans born into a lifelong love of their team and the game.”
In the anthemic commercial, created by Grey New York and directed by Lance Acord and Chris Wilcha of Park Pictures, Super Bowl Babies of all ages recruited from eight champion teams form an NFL choir. In the film, the choir sings a specially written song set to the music of “Kiss from a Rose,” the international hit by the Grammy award-winning superstar Seal. Seal also makes a cameo standing on a hilltop overlooking the Golden Gate Bridge with San Francisco 49ers Super Bowl Babies.
“I was honored to be part of one of the biggest sporting events on the planet and to work with the NFL on such a fun family campaign,” said Seal. “An event like this brings so many people together and to have a song I wrote 25 years ago still be so loved is very special for me. I can’t wait to be at Super Bowl and be a part of Super Bowl 50 with the NFL.”
The :60 commercial, airing on the heels of the 3rd Quarter, will be supported by :10 teasers introducing the featured Super Bowl Babies.
The NFL worked with the eight clubs to find Babies spanning decades, including the Dallas Cowboys, Green Bay Packers, Indianapolis Colts, New York Giants, Pittsburgh Steelers, San Francisco 49ers, Seattle Seahawks and Tampa Bay Buccaneers. Some of the featured fans and their families shared their experiences of what it means to be part of this football family and those videos also will be available on youtube.com/nfl.
In addition, on Tuesday Buzzfeed and the NFL will launch the “Are You A Super Bowl Baby?” quiz, so fans of all 19 Super Bowl-winning teams have the opportunity to discover whether they are part of this football family.
Joanna Hunter, NFL
Spot Title: Super Bowl Babies Choir
First Air Date: February 7, 2016
Creative Agency: Grey NY
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Directors: Leo Savage and Jeff Stamp
Group Creative Director: Joe Mongognia
ACD/Copywriter: Patrick Conlon
Art Director: Will Gardner
Location Production: Park Pictures
Directors: Lance Acord and Chris Wilcha
Executive Producer: Townhouse23
Executive Producer: Misha Maher
Assistant Producer: Scott Cohen
Editorial Exile, Kirk Baxter and Nate Gross
Music/Sound Design by Human