Adweek- NFL Brings Back Super Bowl Babies Dressed Up as Football Legends Adweek- NFL Brings Back Its Super Bowl Babies
Look-alike players, coaches and more
By Tim Nudd | February 3, 2017
The NFL’s Super Bowl babies are back, and they’re cuter than ever.
The league launched the babies campaign during last year’s Super Bowl with a music video based on a fun bit of trivia—that cities that win a Super Bowl see a rise in births nine months after the victory. That spot featured actual Super Bowl babies—from the almost 50-year-old offspring of 1967 Green Bay Packer fans to Seattle Seahawks toddlers born in 2014.
As a follow-up, Grey New York has created “Baby Legends,” a 30-second spot that will air just before the third quarter of this year’s game.
The ad features youngsters dressed up as NFL legends, including coach Mike Ditka, Michael Irvin, coach Vince Lombardi, Joe Namath, coach Bill Belichick, Marshawn Lynch and Von Miller. (Miller is portrayed by the daughter of former NFL star Ty Law.)
“We are excited to build upon the success of last year’s Super Bowl Babies campaign,” said Dawn Hudson, the NFL’s chief marketing officer. “Through our new spot, we wanted to celebrate the players, coaches, and legends who have helped make football America’s game while also engaging viewers of all ages in a fun fashion.”
The soundtrack, “You’re the Inspiration” by Chicago, is a nice touch. The commercial will be supported by 10-second teasers as well as a forthcoming behind-the-scenes video.