We discovered that 9 months after a Super Bowl victory, the winning teams’ cities had a spike in birth rates, a phenomenon we named “Super Bowl Babies.” To celebrate Super Bowl 50, we searched across the country to find real Super Bowl Babies, and then rounded up our eclectic cast of characters to form the Super Bowl Babies Choir. From there, we partnered with the expert on baby-making music, Seal, to rewrite his classic love song, “Kiss From a Rose.” Shot across the country, the epic music video culminates in one harmonious choir celebrating the Super Bowl nights when both history and families were made.

We needed real Super Babies to sing with Seal. So we worked with NFL teams to identify fans born 9 months after their teams won the Super Bowl. Once we found them, we asked them to sing. Few could.

We assembled a choir of 53 actual Super Bowl Babies from the past 50 years. We filmed them singing together and individually at different locations around the country. Next, we brought in Seal himself. In San Francisco, the home of Super Bowl 50, we filmed him singing with a group of Super Bowl Babies. He even pulled out some of his signature dance moves.

We launched the epic 3-minute music video online a week before the Super Bowl. Seal and NFL teams tweeted it, and the press and fans quickly fell in love and spread the video across the Internet.

This. Thing. Was. Huge. As soon as the 3-minute video was published, PR was rampant. Even in the frenzied Super Bowl ad environment, where brands launch many teasers in advance of the game, the NFL had the attention. More than 500 pieces of earned media coverage garnered an incredible 1.56 billion media impressions, valued at $29 million. The 3-minute video had 4.5 million views on YouTube in one week, the most of ANY video on the NFL’s popular account. Nearly 27,000 social mentions of #SuperBowlBabies contributed to an estimated 500 million social impressions. And most importantly Super Bowl Babies appealed to a much broader demographic than anyone had anticipated. Normal NFL YouTube videos are viewed by about 10% women. This one was viewed by 42% women.