To reassure the parents of premature babies and demonstrate our support for them, we created a Super Bowl ad featuring actual babies that were meant to be born during Super Bowl Sunday but were born early. And then we ran it prematurely.

Leveraging the one time of year Americans are actually excited by advertising, we played off the sense of expectation that people feel for Super Bowl commercials. While most brands run their ads a week or two before the game, we ran ours a month before the game- fitting the definition of prematurity.

We contrasted these premature Super Bowl babies with other kids who had been born prematurely but who had gone on to grow up and live very successful lives full of accomplishments in every part of life (even a professional football player who was born prematurely).

After all, plans may change. But our commitment never will.