The Big GameThe New York Giants Had the Time of Their Lives Making This Dirty Dancing Super Bowl TributeAnd they owe it all to youBy Patrick Coffee |February 4, 2018The lovable losers take a starring turn.NFLShareBy Patrick Coffee |February 4, 2018ShareThere’s no time like Super Bowl Sunday to fall back into the warm, comforting embrace of a well-worn cultural touchstone.The NFL did not disappoint on that front this year with its Big Game brand spot, which aired during the third quarter and starred those lovable losers, the New York Giants.The campaign, created by agency of record Grey New York and titled “Touchdown Celebrations to Come,” offers a look behind the scenes at one of the 30 NFL squads that didn’t make the Super Bowl this year.Last week’s teasers didn’t quite reveal the team’s top-secret off-season project—but now it seems that Eli Manning, Odell Beckham Jr. and the rest of the crew retreated to their New Jersey practice facility to pay tribute to that late ’80s coming-of-age Borscht Belt classic, Dirty Dancing.The team faithfully recreated certain key moments of the film’s final dance sequence starring Jennifer Grey and Patrick Swayze with the help of Tony Award-winning Hamilton choreographer Stephanie Klemons.Offensive linemen Brett Jones, John Greco, Chad Wheeler, D.J. Fluker and John Jerry earn a credit for supporting roles as the backup dancers, and safety Landon Collins encourages the young romantics to take flight with a reassuring “Let them dance.”“Celebrations were a highlight of this season, and we had so many breakout moments where players showed their creativity together,” said NFL CMO Dawn Hudson. “We wanted to keep that fun going for the Super Bowl and give our fans something to smile and laugh at that was just about football and how awesome it is to be part of a team.”Indeed. Now we’ll leave the Giants to look toward the 2018 season with Hungry Eyes.CREDITSAgency: Grey New York Client: NFL Campaign: “Celebrations To Come”Worldwide Chief Creative Officer: John Patroulis Deputy Chief Creative Officer: Jeff Stamp Group Creative Director: Joe Mongognia Creative Director: Mike Cicale Creative Director: Cam Miller Project Director: Hank Romero EVP/Global Account Director: Brian Weston SVP/Account Director: Courtney Berry Senior Account Executive: Lucy Hallowell Assistant Account Executive: Natalie Costa Production Company: Biscuit Filmworks Director: Aaron Stoller Partner/Managing Director: Shawn Lacy Executive Producer: Holly Vega Producer: Kim Bradshaw Head of Production: Mercedes Allen-Sarria/Rachel Glaub Directory of Photography: Jody Lee Lipes Production Designer: Thomas Ambrose Choreographer: Stephanie KlemonsEditorial: Arcade Edit Editor: Geoff Hounsell Assistant Editor: Micah Chase Sr. Post Producer: Gavin Carroll EP/Partner: Sila SoyerColor: Tom Poole at Company 3Mix: Glen Landrum at Sound LoungeOnline Artist: Tristian Wake at Arcade Online Assistant: Mark Popham at Arcade Adweek Adweek