This spot was created as a viral story that aired after the Super Bowl. The concept was that the undefeated 1972 Miami Dolphins team lived in a little town called Perfectville, which only had a population of 1. In January 2008, the lead up to the Super Bowl was whether that town would grow to a population of 2 if the Patriots continued their undefeated run or if the Dolphins would remain the only residents. The game wasn’t the outcome most in New England wanted but the campaign was a viral success for Reebok and the NFL.