THE AD: In the NFL’s new 60-second Super Bowl ad, “Champion,” which airs right before the Apple Music Super Bowl LX Halftime Show, the NFL is leaving the stars on the sidelines. Instead, the ad focuses on the importance of youth coaches, with the creative featuring a young boy who delivers a speech to his toys, echoing a speech he received from his coach.

“I am a champion,” the boy says, as the scene cuts back and forth between his room and the speech from his coach. The ad ends with the tagline “belief is a superpower” and a message thanking coaches.

MY HOT TAKE: A star is born. In the NFL’s new Super Bowl ad, there are no celebrities. There are no NFL athletes. Instead, there’s an unknown child actor carrying the weight of a 60-second Super Bowl commercial right before Bad Bunny performs onstage.

NFL execs told ADWEEK that it was scary to commit to the idea of a kid carrying their Super Bowl ad. In fact, the NFL conducted a thorough nationwide search to find the right child actor who could bring performance, gravitas, and empathy.

Glenn Cole, co-founder, 72andSunny, a longtime creative partner for the NFL, said the search was “nerve-wracking.”

“We knew that was going to be make or break,” Cole said.

However, in the end—after an exhaustive search—they found the right kid, Brayon Cutrer, who helps the league pull off a powerfully resonant moment in the most-watched game in sports. He may not have entered the Big Game as a celebrity, but he may be leaving it as one.

In a Super Bowl full of celebrity cameos and excess of everything, the quieter moments of “Champion” somehow speak the loudest.

Watch the NFL’s Super Bowl ad, “Champion,” below.