The NFL has rolled out a teaser for a rather strange ad that’s set to air during this Sunday’s game that features babies who may have been born as a result of their parents’ excitement over seeing their city’s team win the Super Bowl.
Created by Grey New York, the ad features 49-year-old Green Bay Packers fans who were born about nine months after the Wisconsin team won the very first Super Bowl in 1967, along with one-year-olds who were born following the Seattle Seahawks 2014 win.
Pittsburgh Steelers, Dallas Cowboys, New York Giants, San Francisco 49ers, and Indianapolis Colts babies also appear in the commercial.
In a music video the NFL rolled out today to tease the ad, these babies of all ages band together to form a choir where they sing a Super Bowl-themed version of Seal’s ‘Kiss from a Rose.’
The song substitutes Seal’s iconic lyrics with ones like ‘in the end, when our team won, mom and dad looked at each other, and one thing led to another that night.’
Seal himself even makes a cameo in the ad where he sings on a hilltop in San Francisco, this year’s Super Bowl host city.
Of the spot, NFL chief marketing officer Dawn Hudson said: “For 49 years, our fans have rallied around their favorite teams on Super Bowl Sunday and passed their pride and passion down to the next generation. We are excited to celebrate our football families by shining the spotlight on Super Bowl Babies, those fans born into a lifelong love of their team and the game.”
The one-minute ad will air after the game’s third quarter.