Antics like flying pigs and talking babies are usually reserved for Super Bowl Sunday . But the NFL is making a zany play to kick off football season with an AI-generated ad.

Today (Sept. 4), the league and 72andSunny debuted “You Better Believe,” a campaign that captures the fandom, traditions, and quirks of all 32 teams in a single spot. The centerpiece is a massive, AI-generated parade float that would have been impossible under older production methods, said 72andSunny founder Glenn Cole.

“None of us felt bound by reality,” Cole said. “If we’re in an environment with a tool that can help us express anything, let’s not short our imagination… The fact that we knew we could maybe do anything pushed us to do more tough stuff.”

The float anchors a montage of winks to team lore: an

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