Grey New York Brings Back NFL Super Babies

By Erik Oster 

Grey New York is bringing back the NFL Super Babies that debuted last year, but this time around they’ll resemble NFL legends.

“Baby Legends” will debut before the third quarter of the game and features babies dressed up to look like Michael IrvinMike DitkaVince LombardiJoe NamathVon MillerBill Belichick and Marshawn Lynch. “Super Bowl legends inspire Super Bowl babies,” read the text at the opening of the ad, describing the montage of babies set to Chicago‘s “You’re the Inspiration.”

That’s about all there is to it, but it’s sure to be a crowd-pleaser because, you know, babies in funny costumes.  Oh and, hey, that’s $1,000 for Boys & Girls Club of America right there.

“We are excited to build upon the success of last year’s Super Bowl Babies campaign,,” NFL chief marketing officer Dawn Hudson told Adweek. “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.”

If that’s not enough NFL babies for you, keep your eyes peeled for the behind-the-scenes video, which will be released soon.

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
Sound Mixer: Terressa T. Tate
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