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.

To remind the world just how much Americans loved the NFL, we needed a love song. So we teamed up with the expert on love ballads, Seal. Together, we re-wrote the lyrics to his iconic “Kiss from A Rose” and made an epic music video celebrating the love and lovemaking that is a result of the NFL and Super Bowl night victories.

To rekindle the flame between fans and the NFL, and to remind the country how much passion they still had for the game, we needed a love song. We discovered that 9 months after a Super Bowl, winning cities saw a rise in births. We named these people Super Bowl Babies. So naturally, we turned to the expert on baby-making music, Seal. We re-wrote the lyrics to his iconic love ballad, “Kiss from a Rose.” The funny lyrics described (in awkward detail) how Super Bowl Babies were conceived after their parents were so overcome with joy when their team won the Super Bowl. The adorable singing babies appealed to both younger and older audiences, while the humorous lyrics and ironic selection of Seal gave the content an irreverent tone that got the attention of diverse audiences and media.

Over the past several years, the NFL has been fighting an uphill battle, with growing negative sentiment from the media and fans. Our task was to create a movement of positive feelings around football, reminding fans just how much they really loved the game.

As the host of the Super Bowl, the NFL often loses attention to other marketers, or to the game. Our challenge was to market ourselves and our fans, not just the game itself. Instead of using the Super Bowl to create more ads, we created content that entertained in its own right. Our rationale: if we made it entertaining enough, it would result in an overall positive sentiment for the NFL. It was our chance to bring more love to the game by showing the world just how much “love” the game can actually produce.