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The National Football League pioneered the consumer-generated trend to advertising’s biggest stage. General Motors and Frito-Lay also held contests for people to have their concepts aired during the Super Bowl XLI telecast.<ref name="usatoday.com"/>
The National Football League held auditions in New Jersey, Dallas and Denver in November and December 2006. A total of 1,700 football fans auditioned their concepts in these cities. Bona auditioned at Giants Stadium in East Rutherford, New Jersey in November 2006. Bona's pitch centered about fans mourning the end of yet another football season.<ref>Linn, Allison.[http://www.msnbc.msn.com/id/16545651/ "Marketers turn to amateurs for Super Bowl ads"], ''[[MSNBC]]'', 2007-01-23. Retrieved on 2008-08-13.</ref> Over a 90-second period, Bona acted out several scenes of sad football fans. He also sang a brief portion of "It's So Hard to Say Goodbye To Yesterday" by Boyz II Men to set the mood for his concept.<ref name="NFL Super Ad Winner">NFL Films. [http://www.youtube.com/watch?v=uOc_FojGIVo "NFL Super Ad Winner"], ''[[YouTube]]'', 2007-01-02. Retrieved on 2008-08-13.</ref>
On December 18, 2006, the NFL publicly announced its 12 finalists. That same day, Bona's wife, Stephanie Parry, gave birth to their son, Quentin Bona, in Portsmouth, New Hampshire. Bona claimed his son’s initials were merely a "football-related coincidence."<ref name="Bona's big adventure">Bona, Gino. [http://www.adweek.com/aw/esearch/article_display.jsp?vnu_content_id=1003541504 "Bona's big adventure"], ''[[Adweek]]'', 2007-02-05. Retrieved on 2008-08-13.</ref>
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