The NFL’s adorable “Super Bowl Baby Legends” commercials features toddler versions of famous football legends. The ad will run in the third quarter of the game, and will feature baby versions of Mike Ditka, Michael Irvin, Vince Lombardi, Joe Namath, Bill Belichick, Marshawn Lynch and Von Miller, who is played by the daughter of former NFL player Ty Law, according to Creativity Online. NFL Chief Marketing Officer Dawn Hudson told the outlet, “We are excited to build upon the success of last year’s Super Bowl Babies campaign. Through our new spot, we wanted to engage viewers of all ages in a fun fashion while also celebrating players, coaches, and legends who have helped make football America’s game.”
The agency behind the ad, Grey New York, was founded in 1917, and has worked with clients like AARP, Ad Council, Allianz, Best Buy, Bosch, Canon, Cover Girl, Clairol, Diageo, Downy, and Febreze, among many others.
Last year’s spot, titled ‘Super Bowl Babies Choir’ was also a hit, and showed groups of singing toddlers (and adults) all born 9 months after their teams won the Super Bowl. This year’s commercial is set to the song “You’re the Inspiration”, and the final message of the ad asks, “Who’s next?”
USA Today reports that all the wigs and mustaches worn by the toddler-versions of the NFL legends were created by hand, and are about 1/10 the size of the real men. Hudson tells USA Today, “If you are an avid fan, you crack up right away and get each one. If you are a casual fan, you’ll know a couple and we think it will intrigue you enough go online and see who the others are.”