Advertising Age went behind the cameras to see how the Puppy Bowl pulls off perhaps the cutest counter-programming ever.
Puppy Bowl X, Feb. 2 on Animal Planet, is set to enthrall those who couldn't care less about the Super Bowl. But the dogs already had their day.
The program was shot in October at a New York City studio, the video above explains. Sixty-six pooches did battle on the mini-gridiron with the help of more than 100 crew members and handlers.
According to Animal Planet's promo video below, this year's Puppy Bowl will also feature penguin cheerleaders and a kitty halftime performance. Adorbs!
Given that this year's Super Bowl is taking place outdoors in East Rutherford, N.J., the penguin cheerleaders wouldn't be such be a bad idea for that game, either.