01/17/2014 05:32 pm ET Updated Jan 25, 2014

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

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.

For more on the Puppy Bowl, head over to AdAge.