‘Super Bowl Babies Choir’ will sing during game — VIDEO

SAN FRANCISCO — OK, so the concept is a little weird.

But the execution is flawless.

Be sure to keep an eye on your television Sunday when the third quarter begins to wind down for Super Bowl 50 between Carolina and Denver.

That's when a 60-second commercial entitled "Super Bowl Babies Choir" will be shown.

It's part of the league's Super Bowl Babies campaign, the latest chapter in the NFL promoting a football-family atmosphere. It features fans born in Super Bowl winning cities approximately nine months following the game and encompasses 49-year-old Green Bay Packers babies all the way down to 2-year-old Seattle Seahawks babies.

The babies of all ages form an NFL choir and sing a specifically written song set to the music of "Kiss from a Rose" by Seal. He also makes a cameo while standing on a hilltop overlooking the Golden Gate Bridge with babies from the 49ers.

"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," said Dawn Hutson, the NFL's chief marketing officer.

If you get past the weird part about the entire commercial being built around couples, um, celebrating a big win in an intimate manner, the actual spot is terrific. There are 49ers babies and Cowboys babies and Packers babies and Steelers babies and Colts babies and Seahawks babies and Giants babies.

"To have a song I wrote 25 years ago still be so loved is very special for me," Seal said.

Oh, it appears there was a lot of loving going on.

• PEOPLE LIKE THE EXPERIENCE — The temperatures in San Francisco ranged from 48 to 50 degrees most of Tuesday afternoon. They ranged from 0 to 10 in the media center, perhaps a way for NFL commissioner Roger Goodell to freeze out those who have been most critical of his tenure.

But nothing stopped thousands from lining up to attend the NFL Experience and its interactive exhibits. You can pay $35 ($25 for kids 12 and under) to test your football skills and meet current and former NFL players and learn about the game's history and take a picture with the Vince Lombardi Trophy.

It's a much better bargain than paying nearly as much to attend Super Bowl Opening Night.

• QUOTE TO NOTE — "I don't even want to touch on the topic of black quarterback, because I think this game is bigger than black, white or even green. So I think we limit ourselves when we just label ourselves just black, this, that and the third. I wanted to bring awareness because of that, but yet I don't think I should be labeled just a black quarterback, because it's bigger things in this sport that need to be accomplished." — Cam Newton of the Panthers

Ed Graney can be reached at egraney@reviewjournal.com or 702-383-4618. He can be a heard on "Seat and Ed" on Fox Sports 1340 from 2 p.m. to 4 p.m. Monday through Friday. On Twitter: @edgraney