NFL Brings Back Its Super Bowl Babies, This Time Dressed Up as Football Legends

Look-alike players, coaches and more

Keep an eye out for Mike Ditka, Michael Irvin, Vince Lombardi, Joe Namath, Bill Belichick and more.
Headshot of Tim Nudd

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.)

See the ad here:

“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.

Client: NFL

Creative Agency: Grey New York
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Jeff Stamp and Leo Savage
Group Creative Director: Joe Mongognia
Creative Director/Art Director: Mike Cicale
Project Director: Hank Romero
SVP, Account Director: Alan Perlman
Senior Account Executive: Lucy Hallowell
Assistant Account Executive: Michael Jones
Executive Strategy Director: Tony Lederer
Senior Strategist: Ben Michaels

Executive Production: Townhouse
Townhouse President: Bennett McCarroll
Townhouse SVP Head of Integrated Production: James McPherson
Townhouse VP Producer: Bruce McDonald
Townhouse Assistant Producer: Alex Litke
Townhouse VP Music Producer: Zach Pollakoff

Production (Location): Partizan
Director: Antoine Bardou-Jacquet
DP: Bob Yeoman
Executive Producer: Lisa Tauscher
Head of Production: Molly Griffin
Producer: Jeff Rohrer

Editorial: Final Cut
Editor (Super Bowl Spot): Patrick Colman
Executive Producer: Sarah Roebuck
Head of Production: Jen Sienkwicz
Producer: Lena Lobel
Editor (Social Spots): Sophie Solomon O’Connell
Editor (BTS Spot): Dan Berk

Postproduction: Significant Others
Creative Director: Dirk Greene
Lead VFX Artist: Betty Cameron
VFX Artist: Eric Gelgand
Lead GFX Artist: Phillip Brooks
GFX Artist: Will Kim
GFX Artist: Lawrence Calderon
VFX Producer: Alek Rost
Assistant Producer: Kyra Hendricks
Sound Mixer: T. Terressa Tate

Color: Color Collective
Lead Colorist: Alex Bickel
Colorist: Mike Howell
Executive Color Producer: Claudia Guevara

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 3, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT