Super Bowl Babies Choir
NFL2016
Super Bowl Babies Choir is a 2016 60-second television commercial for NFL, created by Grey, New York.
The line
Football is family.
Why it works
For its 50th Super Bowl, the NFL turned a piece of sports folklore into a choir. Grey New York worked with eight championship franchises to find real fans born about nine months after their parents' teams won the title, put them in team-colored robes and had them sing a rewritten "Kiss from a Rose" alongside Seal. Directed by Lance Acord and Chris Wilcha, the 60-second spot aired right after the third quarter of Super Bowl 50 on February 7, 2016. It is studied as a league selling an abstract idea, "Football Is Family," through one cheeky, specific human truth, and as a lesson in music casting: Grey reportedly chose the song partly because it leans on the word "baby." It won a Gold Lion in the Entertainment Lions for Music at Cannes and a One Show Gold Pencil for creative use of music, and USA Today later ranked it among the 100 best Ad Meter commercials of the previous 25 years.
Techniques
- Humour Its cheeky premise celebrates fans born about nine months after their team's title wins, turning a piece of sports folklore into a wink.
- Jingles and music A rewritten pop hit, sung by Seal with a choir of real fans, carries the message and leans on the word 'baby'.
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