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Volume 27 No. 13
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NFL Once Again Gets High Marks For Super Bowl Sunday Commercial

The Super Bowl commercial that "generated the greatest buzz featured the NFL itself" for the second-straight year, according to Kirk Kenney of the SAN DIEGO UNION-TRIBUNE. Last year, it was an NFL 100 commercial "celebrating The League's centennial," while last night's pre-kickoff spot featured the "most inspired way ever to deliver the game ball." The spot starring a young boy who will "forever be known as the 'Take it to the House Kid,'" featured 12-year-old Bunchie Young "running -- and juking -- his way from coast to coast." The "three-minute spot opens with the kid dodging seemingly everyone else on the field" before finally "reaching the tunnel" at Hard Rock Stadium. After "slapping hands with several NFL 100 members, the kid hands the ball to Peyton Manning, gets a special Super Bowl ball in return and runs onto the field" (SAN DIEGO UNION-TRIBUNE, 2/3). In Phoenix, Bill Goodykoontz notes en route to Hard Rock Stadium, Young arrives in front of the Pat Tillman statue at State Farm Stadium, and it "was awesome." If it "didn't bring a tear to your eye, it should have." It was "just so surprising, so well done" (ARIZONA REPUBLIC, 2/3). ESPN's Mike Greenberg said of the ad, "You couldn't do this any better than they did that" ("Get Up," ESPN, 2/3). ESPN's Mike Golic said, "That thing gave me chills. I thought it was fantastic. I don't think anything outdid that" ("Golic & Wingo," ESPN Radio, 2/3).

INSIDE HANDOFF: In Chicago, Jason Lieser notes Bears Owner Virginia McCaskey also "made an appearance" in the spot. The ad ends with McCaskey handing the ball to Young before he heads onto the field, with the owner saying, "You know what to do." McCaskey's part was "filmed two weeks earlier at the Walter Payton Center." Other actors from the scene, including "Mean" Joe Greene, Peyton Manning and Young, "traveled to Lake Forest to tape it with her in front of a green screen" (CHICAGO SUN-TIMES, 2/3).