Vince Lombardi To Play Special Role At Super Bowl Thanks To CGI, AI

Legendary Packers Coach To Appear In NFL Commercial Before 'America The Beautiful'

Statue of former Green Bay Packers head coach Vince Lombardi stands outside of Lambeau Field
Statue of former Green Bay Packers head coach Vince Lombardi stands outside of Lambeau Field. Mike Roemer/AP Photo

Legendary Green Bay Packers head coach Vince Lombardi was known for his focus on teamwork, his commitment to social justice and his belief that with hard work, his team could always overcome the odds.

One of his most famous quotes is: “We know how rough the road will be, how heavy here the load will be, we know about the barricades that wait along the track, but we have set our soul ahead upon a certain goal ahead and nothing left from hell to sky shall ever turn us back.”

Lombardi’s determination is another reason why it’s fitting — after a year shaped by the coronavirus pandemic, political polarization and civil unrest — he’ll star in the NFL’s commercial airing before Sunday’s Super Bowl LV.

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“Lombardi’s belief in humankind’s ability to unite and overcome obstacles provides inspiration to the nation after a challenging and unprecedented year,” NFL Communications said in a news release.

Filmmakers used CGI, or computer-generated imagery, and “proprietary digital human technology” to recreate Lombardi’s likeness with the help of historical footage. The company Respeecher used artificial intelligence and recordings to help bring Lombardi’s voice to life.

The commercial will air before “America the Beautiful,” which will be performed by H.E.R.

In previews of the commercial, Lombardi appears to be walking around a snowy Green Bay, where he won five NFL Championships, including Super Bowls I and II. Before joining the Packers, Lombardi helped the New York Giants win an NFL title as an assistant coach.

Lombardi packed an incredible career into a short span of time. He became head coach of the Packers at 45 and died of colon cancer at 57.

Vince Lombardi is the namesake for the Super Bowl trophy. He’s considered one of the greatest coaches in the history of the sport.

The NFL’s 2020 Super Bowl commercial, “Take it to the House,” was one of the biggest hits of last year’s broadcast.