All season long, the NFL has been running the 'Football is Family' campaign, showcasing how football brings people together. We wanted the ultimate expression of this idea to culminate at the Super Bowl, showing that Football actually makes Family with a nationwide choir of Super Bowl Babies.
The NFL was super helpful in reaching out to its fans and season ticket holders at all the clubs whose birthday correlated within the time frame of a Super Bowl win. These lifelong fans were excited to star in a Super Bowl commercial.
We looked at all the great romantic songs ever made. From saccharine ‘70s love ballads to modern day Top 40. Seal’s “Kiss From A Rose” hit the sweet spot. It’s got a memorable hook you immediately recognize and then builds to a great sing-along finale all in just 60 seconds. Writing lyrics was surprisingly difficult. The song structure is rather complex and figuring out the rhyme scheme and meter caused a lot of head-scratching until we could finally nail it down.
We constantly talked about tone while making this. Hopefully, we achieve that Pixar feeling where it has elements that both kids and adults will love and getting that crowd-pleaser, goose-bump feeling that also delivers a wink and a laugh.
It’s a different beast. We’re not just talking to diehard football fans. There are a lot more casual and non-fans tuning in. So, it has to have a much broader appeal and not take itself too seriously.
Both Cam and Peyton make great baby names. But if we have to choose…Broncos.
Take a look at all the Super Bowl 50 spots created at The Mill here.