The NFL’s Super Bowl ad went big to celebrate its centennial season with a spot that featured a who’s who of the greatest living football players gathered at a black-tie gala. 

Opening with a speech from NFL Commissioner Roger Goodell that celebrates the league’s best, the gala quickly descends into chaos when former running back Marshawn Lynch knocks a golden football off a cake and someone shouts “Fumble!” Soon, the entire party is engulfed in an impromptu game of tackle football with no guest or centerpiece spared.

Developed by Los Angeles-based creative agency 72andSunny and led by “Friday Night Lights” director Peter Berg, this two-minute spot ran during halftime. 

But despite the ad’s extended running time, it’s never dull, maintaining a steady pace of action that is jam-packed with cameos by past and present NFL greats who many football fans are sure to recognize instantly.

The fun nostalgia of “The 100-Year Game” led it to the No. 1 spot in USA Today’s Ad Meter ranking. It was the first time the NFL claimed the top spot since USA Today launched the ranking 31 years ago.

BRAND: NFL

YEAR: 2019

AGENCY: 72andSunny

SUPER BOWL: LIII

QUARTER AIRED: Halftime