Behind The Scenes Of The Puppy Bowl: How They Make Us Say Awwwwww

Behind The Scenes Of The Puppy Bowl!

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.

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