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    Adweek- The New York Giants Had the Time of Their Lives Making This Ad Adweek- The New York Giants Had the Time of Their Lives

    And they owe it all to you

    By Patrick Coffee | February 6, 2018

    There’s no time like Super Bowl Sunday to fall back into the warm, comforting embrace of a well-worn cultural touchstone.

    The NFL did not disappoint on that front this year with its Big Game brand spot, which aired during the third quarter and starred those lovable losers, the New York Giants.

    The campaign, created by agency of record Grey New York and titled “Touchdown Celebrations to Come,” offers a look behind the scenes at one of the 30 NFL squads that didn’t make the Super Bowl this year.

    Last week’s teasers didn’t quite reveal the team’s top-secret off-season project—but now it seems that Eli Manning, Odell Beckham Jr. and the rest of the crew retreated to their New Jersey practice facility to pay tribute to that late ’80s coming-of-age Borscht Belt classic, Dirty Dancing.

    The team faithfully recreated certain key moments of the film’s final dance sequencestarring Jennifer Grey and Patrick Swayze with the help of Tony Award-winning Hamilton choreographer Stephanie Klemons.

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