Bradley Ruzicka

Headline: First season without Head Coach Vince Lombardi results in the Green Bay Packers and new coach Phil Bengston’s first losing campaign since 1958

Regular Season Record: 6 – 7 – 1 (Third Place NFL Western Conference Central Division)

Offseason Highlights: On February 1, after nine years of leading one of the National Football League’s great franchises, the Green Bay Packers, Vince Lombardi decided to step down as their head coach while remaining as the team’s general manager. Why did Lombardi quit? Bottom line, he was physically and mentally exhausted. In his book, When Pride Still Mattered, David Maraniss wrote, “Here was the familiar cycle from success to anguish. The more he won, the more famous he became; the more famous he was, the more a target of criticism he became; the more he was criticized, the more he felt misunderstood; the more he felt misunderstood, the more anguish he carried.”

Maraniss indicated that Minneapolis sportscaster Hal Scott, brother of Green Bay play-by-play man Ray Scott, stated Lombardi would be stepping down as head coach after Super Bowl II. Coming only about a day after the dramatic conclusion of the Ice Bowl, Lombardi denied the report. He issued his own press release, stating, “It’s completely without verification. I haven’t talked to anyone about any such thing.” Yet, in a variety of informal settings over the past year, he had told trusted friends the two jobs were too much for him and this would be his final season doing both. But he wanted to keep the decision private as he didn’t want to distract his players during pregame preparations.

Within weeks after the Packers second Super Bowl victory, Lombardi publicly confirmed the rumors that he would no longer be the head coach. He denied health was an issue, saying, “I’m in excellent health. Any rumors to the contrary are false.” But Maraniss felt it was his deteriorated physical and mental state more than anything else that led to his decision. During the press conference announcing his choice, the largest press envoy ever assembled for a Green Bay sports briefing, Lombardi said it was “impractical” for him to serve as both coach and general manager. “Gentlemen,” he continued, “let me introduce to you the new head coach of the Green Bay Packers, Mr. Phil Bengtson.”

Fifty-four-year-old Phil Bengston, the Packers’ defensive coordinator, had earned his promotion. During the entirety of Lombardi’s tenure, he’d led their top ranked defense. Seven times, Green Bay ranked in the top three in fewest yards allowed. In the team’s first three NFL championships and two Super Bowl victories, the defense never allowed more than 14 points. Bengston, only the fifth head coach since the team was founded in 1919, was tall, calm, gentle, laconic; the opposite of Lombardi. “We’re going to win them all for you,” Ray Nitschke told his long-time coach the day he took over the team. Most of Ray’s teammates considered Bengston “just a fantastic guy”, calling him Phil.

The Packers’ top selection in 1968’s draft was Fred Carr, a linebacker out of Texas-El Paso. Despite being Super Bowl champions, Green Bay owned the fifth overall choice after future Hall of Fame running back Jim Taylor signed with the New Orleans Saints prior to the 1967 season. Carr was a surprising choice, given the Packers were already rich with linebackers. But Lombardi explained the move by calling him the “best athlete on the board”, one who could play a variety of defensive positions. The collegiate All-American started 112 straight games over his last eight seasons. Playing the outside linebacker position, Carr earned three trips to the Pro Bowl before retiring in 1978.

The Packers used their second first round pick (26th overall) to select guard Bill Lueck out of Arizona. Lueck was highly rated and would go on to play seven years for Green Bay. He started 76 out of 90 games before retiring after one season and 11 starts with the Philadelphia Eagles in 1976. Without a second-round pick as a result of acquiring fullback Ben Wilson from the Los Angeles Rams the previous year, the Packers used their second selection of the third round on future starting offensive tackle Dick Himes from Ohio State (81st overall). Himes would also play 10 seasons, all with Green Bay, starting 104 out of 135 games. None of the other 14 draft choices made an impact.

After deciding the Packers needed to further bolster a talented but aging offensive line, Lombardi traded two reserve players, both in their fifth season. Linebacker Tommy Joe Crutcher and offensive tackle Steve Wright were dealt to the New York Giants for third year tackle Francis Peay. Both of Green Bay’s starting tackles, Forrest Greg and Bob Skoronski, were now 34 years old. Peay was New York’s 1966 first round draft choice (10th overall). Plagued by injuries his first two seasons, he had yet to make an impact. While Peay started 43 out of 62 games during his five Packer seasons, only twice did he start a full 14 games. Peay ended his career with the Kansas City Chiefs in 1975.

The Minnesota Vikings acquired the first overall pick in the 1968 draft via a trade with the Giants in March 1967 for sixth year quarterback Fran Tarkenton. When establishing the NFL-AFL common draft as part of the 1966 merger agreement, New York acquired the option to pick first in either 1967 or 1968 no matter the presence of an expansion team or their own record from the previous season. They traded this “special wild card” pick for Tarkenton along with another first and two second round choices. The Vikings chose to exercise this special pick in 1968. As a result, the American Football League’s last expansion team, the Cincinnati Bengals, had to settle for the second overall pick.

Eight future Pro Football Hall of Famers were selected in 1968. Included was the first pick, University of Southern California Offensive Tackle Ron Yary (Minnesota), the 3rd pick, Tennessee State Defensive End Claude Humphrey (Atlanta Falcons), the 8th pick, Syracuse Fullback Larry Csonka (Miami Dolphins), the 31st selection, Arizona State Defensive Tackle Curly Culp (Denver Broncos), the 52nd choice, Alabama Quarterback Ken Stabler (Oakland Raiders), the 74th choice, Minnesota Tight End Charlie Sanders (Detroit Lions), the 77th pick, North Carolina A&T Defensive End Elvin Bethea (Houston Oilers), and the 80th selection, Mid-Eastern Shore Offensive Tackle Art Shell (Oakland).

After the NFL Players Association declared itself an independent union in January of 1968, players began expressing dissatisfaction with their compensation. When official discussions with the owners stalled, the NFLPA voted to strike on July 3, marking the first serious labor action in league history. Owners countered by declaring a lockout. The work stoppage came to an end on July 14 after both parties agreed to the NFL’s first ever collective bargaining agreement. Included were raising minimum salaries to $9,000 for rookies and $10,000 for veterans, allocating $1.5M for pensions, and $50 per exhibition game. Still, many players felt they didn’t get as much as they’d hoped.

Finally, per an arrangement made as part of the NFL’s 1967 realignment agreement, two Eastern Conference teams, the Saints and the Giants, switched divisions. New Orleans, in their second year, joined the St. Louis Cardinals, Pittsburgh Steelers, and Cleveland Browns in the Century Division. Meanwhile, New York became part of the Capitol Division along with the Washington Redskins, Philadelphia Eagles, and Dallas Cowboys. The Western Conference’s Coastal Division (Baltimore Colts, Los Angeles Rams, Atlanta Falcons, San Francisco 49ers) and Central Division (Minnesota, Green Bay, Chicago Bears, Detroit Lions) remained unchanged from the previous season.

Regular Season Highlights: The 50th edition of the Green Bay Packers finished a disappointing 6-7-1, third place in the Western Conference Central Division, ending a string of three straight NFL titles. It was the team’s first losing season, as well as their first losing record at home, since 1958. The Minnesota Vikings won their first division title with an 8-6 record, barely edging out the 7-7 Chicago Bears. Going into the season finale, both teams were 7-6. Head Coach Jim Dooley’s Bears were in first place and owned the tiebreaker over the Vikings after defeating them twice. But their title hopes were dashed after losing to Green Bay while Minnesota beat the Philadelphia Eagles.

Expectations were high for the Packers going into the season despite Vince Lombardi’s departure as head coach. This was essentially the same team that had won last year’s NFL title and their second Super Bowl, although Lombardi’s veterans were now a year older and without his unique motivational abilities. Still, coach Phil Bengtson was seen by many to be an excellent replacement. However, except for their opening victory over Philadelphia in Lambeau Field, 30-13, Green Bay never had a winning record in 1968. They staggered to a 2-3-1 start including consecutive home losses to the Vikings, 26-13, and the Detroit Lions, 23-17, in the season’s second and third weeks respectively.

After blowing out the Atlanta Falcons on the road, 38-7, to balance their record at 2-2, Green Bay came back home to Milwaukee County Stadium to play the 4-0 Los Angeles Rams. With quarterback Bart Star unavailable due to injury, it fell to 37-year-old Zeke Bratkowski to lead the team. Trailing 13-7 late in the fourth period, Tom Brown returned a Rams punt 52 yards for a touchdown, giving the Packers a 14-13 lead. But, with just 39 seconds left, Bruce Gossett hit a 27-yard field goal for a 16-14 Los Angeles victory. The next week, it took a late 3-yard touchdown pass from Starr to wideout Boyd Dowler to salvage a 14-14 tie on the road against Detroit, Starr’s only throw of the afternoon.

The 2-3-1 Packers were now in a must win situation versus the 6-0 Dallas Cowboys in order to stay in the division race. Green Bay answered with an unexpected 28-17 come from behind victory in the Cotton Bowl. Starr, back as the starter, completed 17 of 25 for 260 yards. Down 10-0 in the second quarter, the 13-year veteran threw four touchdown passes, the last to Dowler late in the final period to seal an essential win. At midseason, Green Bay’s record stood at 3-3-1, tied for first place with Detroit. Bengston’s team was poised to make another championship run. Instead, the Packers dropped two straight division games, a 13-10 home loss to the Bears and a road loss to the Vikings, 14-10.

Against Chicago, the defense limited Green Bay’s running game to just 107 yards. With only seconds left and the score tied 10-10, the Bears turned a free kick opportunity into a 43-yard Mac Percival field goal for the win. The scoring drought continued against the Vikings, with an injured Starr having to leave the game in the second half. However, the Packers would get one more shot to win the division. They dominated the New Orleans Saints at home, 29-7, and the Washington Redskins on the road, 27-7. In particular, the defense played some of their best football of the season, limiting both the Saints and the Redskins to 136 and 167 total yards respectively, forcing a total of seven turnovers.

With a record of 5-5-1, the Packers were only half a game behind the first place Vikings with three games remaining. Win out and Green Bay would claim the division title, even after two losses to Minnesota. But it was not to be. The next week the Packers traveled to Kezar Stadium to play the 5-5-1 San Francisco 49ers. By the end of the third quarter, both Starr and Bratkowski had succumbed to injuries. It fell to rookie third stringer Billy Stevens to protect a 20-7 lead going into the final period. Having never played a down in the regular season, the third-round pick began calling plays that weren’t even in the playbook, according to five-time All-Pro guard Jerry Kramer, in his 11th and final year.

The offense shutdown and the defense uncharacteristically surrendered 20 points and 352 total yards, 292 through the air, in a 27-20 defeat. Green Bay’s hopes for a fourth straight title had ended. They split their last two games, a home loss to the Baltimore Colts, 16-3, and a season ending road win, 28-27, over Chicago. With Starr out and an oft injured Bratkowski gone by the end of the first period, it fell to last year’s first round pick, Don Horn, to lead the team in the finale. Fresh off a stint with the National Guard and activated only hours before the game, Horn completed 10 of 16 for 187 yards and 2 touchdowns in his only appearance of the season, rallying the team to their sixth win.

Despite their season ending victory, Green Bay ended the year a team in decline. The average age of the starters continued to climb (29 for the offense, 30 for the defense) as long-time veteran players remained in key roles. That “killer instinct” possessed by Lombardi’s teams in previous years seemed to be missing in 1968, losing five games by a touchdown or less. According to Kramer, they were losing by only inches. “We kept telling each other that we were working just as hard as we did under Lombardi. But I don’t think any of us really believed it.” However, difficult as it was, the legendary coach stuck to his word and stayed away from the practice field. It was now Bengtson’s team.

The 34-year-old Starr had planned to retire after the Packers Super Bowl II victory. But, without a clear successor and with a new head coach, the future Hall of Famer stayed on. When healthy, his play was brilliant, leading the entire NFL with a 63.7 completion percentage (109 of 171) for 1,617 yards, 15 touchdowns, and 8 interceptions. Starr’s QBR of 104.3 also led the league and was very close to 1966’s MVP rating of 105.0. But injuries, including lingering shoulder and arm problems, limited him to nine starts. Bratkowski, also in his 13th year, was relatively ineffective in five starts, completing 68 of 126 (54.0%) for 835 yards, 3 touchdowns, 7 interceptions, and a QBR of just 59.5.

First time Pro Bowler Carroll Dale, in his ninth season, was again the team’s leading receiver with 818 yards on 42 catches (19.5 yards per reception) and 8 touchdowns. He finished fourth overall in yards per reception, fifth in receiving touchdowns, and eighth in receiving yards. Dowler, in his tenth year, led the team with 45 catches for 668 yards (14.8 yards per reception) and 6 touchdowns. Marv Fleming, in his sixth season at tight end, added 25 catches for 278 yards and 3 touchdowns. First time Pro Bowl running back Donny Anderson, in his third season, emerged as the Packers leading ball carrier with 170 attempts for 761 yards (4.5 yards per carry) and 5 touchdowns in 14 starts.

Jim Grabowski finished second on the team with 518 yards on 135 attempts (3.8 yards per carry) and 3 touchdowns. Also in his third year, the former first round pick returned from a season ending injury the previous year to start 11 games. Eighth year halfback Elijah Pitts added 264 yards on 72 carries (3.7 yards per attempt) and 2 touchdowns in three starts. All three running backs were instrumental in the passing game, totaling 60 catches for 685 yards and 2 touchdowns. Unfortunately, Green Bay was plagued by an ineffective kicking game all season. After 12 years, nine with the New York Giants and the last three with the Packers, Don Chandler decided to retire after the 1967 season.

Initially, Green Bay turned to veterans Jerry Kramer (4 of 9) and Chuck Mercein (2 of 5) to kick during the first six games. However, neither proved to be successful as a kicker. The Packers next activated an authentic placekicker, rookie free agent Erroll Mann (0 of 3), from the taxi squad on October 26. A few weeks later, after two less than impressive games, Mann was waived. The team next turned to eight-year veteran Mike Mercer (7 of 12), a Pro Bowl pick last season, after his release by the Buffalo Bills. Overall, Green Bay kickers made just 13 of 29 field goals (44.8%) and 32 of 35 extra points, for a total of 71 points. Anderson was again the Packers punter, averaging 40.0 yards per punt.

Overall, Green Bay’s offense finished 10th in both passing and rushing yards (2,275 and 1,749 respectively). They were ninth in scoring with 281 points, a large drop from the past season’s 332 points. Once more, defense was the team’s strength, ranking first against the pass (1,796 yards), ninth against the run (1,800 yards), and fourth in points allowed (227), down slightly from the 209 allowed the previous year. However, the Packers forced just 34 turnovers compared to 42 and 40 in Green Bay’s two Super Bowl seasons. More concerning, the team collectively failed to play at a championship level in crucial moments during the season, ultimately costing them a shot at the title.

Baltimore compiled an NFL best 13-1 record, winning the Western Conference Coastal Division over 10-3-1 Los Angeles. As was the case the previous season, the fight for the division title came down to the final weeks. The Rams entered their second to last game with a 10-1-1 record, just a half game behind the 11-1 Colts. But, in a must win situation, Los Angeles was upset by Chicago, 17-16, in what became known as “the lost down game.” The Bears defense, breaks, and the officials all played a role in their victory. The biggest play came when two-time Pro Bowl quarterback Roman Gabriel completed a second down pass to get the Rams into field goal range in the final minute.

However, the play was wiped out by a holding penalty. Although it should’ve remained second down, the referees forgot to reset the down marker. After two incompletions, Los Angeles lined up for a fourth down attempt. But the referees instead waived them off the field and the Bears ran out the clock for the win. The Rams loss, combined with the Colts win over the Packers, gave Baltimore the Coastal title, making the Colt-Ram finale meaningless. Dallas had the Eastern Conference’s best record at 12-2, easily winning the Capitol Division over the 7-7 New York Giants. The 10-4 Cleveland Browns won a second straight Century Division title, edging out the 9-3-1 St. Louis Cardinals.

Baltimore Quarterback Earl Morrall and Head Coach Don Shula won the league’s Most Valuable Player and Coach of the Year respectively. It was Shula’s second consecutive COY award after tying with Los Angeles’ George Allen in 1967 as well as the third in his six-year head coaching career. Detroit Wideout Earl McCullouch and Atlanta Defensive End Claude Humphrey won Offensive and Defensive Rookie of the Year respectively. McCullouch started all 14 games, leading the Lions with 40 catches for 680 yards (17.0 yards per reception) and 5 touchdowns. Humphrey meanwhile led the Falcons with 11.5 sacks, sixth highest in the league. The future Hall of Famer also started 14 games.

Post Season Highlights: Up until 1975, the playoff sites rotated regardless of record and thus were known prior to the start of the season. In 1968, that meant the Coastal Division winner would host the Central Division winner and the Century Division winner would host the Captial Division winner to decide the Western and Eastern Conference Champions respectively. As a result, the first round featured the Baltimore Colts hosting the Minnesota Vikings for the Western title while the Cleveland Browns entertained the Dallas Cowboys for the Eastern title. The Eastern winner would host the Championship Game, effectively giving home field advantage throughout the playoffs to the Browns.

On December 21, in Cleveland’s Municipal Stadium, the Browns upset the Cowboys to advance to the NFL Championship Game, avenging last season’s 52-14 shellacking in the Eastern Conference title game as well as a 28-7 loss in the season’s second week. The contest was tight for the first two quarters, with the teams tied 10-10 at the break. However, Cleveland took control in the second half. The defense forced two third period interceptions that led directly to touchdowns while also holding Dallas to just 10 points, securing the win when it counted most. Although Dallas outgained the Browns in total yards, 286-280, and first downs, 13-12, their four turnovers proved to be the difference.

Early in the first period, Browns’ safety Mike Howell intercepted a Don Meredith pass, returning it 20 yards. Cleveland ultimately settled for Don Cockroft’s 38-yard field goal and a 3-0 lead. Dallas took the lead later in the quarter when 11-year linebacker Chuck Howley forced a fumble while sacking quarterback Bill Nelson. The three time All-Pro returned the ball 44 yards for a touchdown and a 7-3 advantage. In the second period, the Cowboys upped their advantage to 10-3 after a Nelson interception by sixth year linebacker Dave Edwards led to Mike Clark’s 16-yard field goal. The Browns stormed back to score just before the end of the half, moving the ball 85 yards in only 4 plays.

Nelson’s 45-yard scoring pass to fifth year running back Leroy Kelly tied the game at 10-10. Cleveland then broke the game open in the third period. On Dallas’ initial drive, linebacker David Lindsey intercepted a Meredith pass intended for fourth year wideout Bob Hayes, racing 27 yards to the end zone and a 17-10 advantage. On the third play after the subsequent kickoff, a third Meredith throw was intercepted by second year cornerback Ben Davis after the ball bounced out of the grasp of fellow wide receiver Lance Rentzel. Davis returned the ball to the Cowboy 35-yard line. On the first play after the interception, Kelly ran 35 yards for a touchdown, upping their lead to 24-10.

Dallas Head Coach Tom Landry replaced Meredith, playing the final game of his nine-year career, with fourth year quarterback Craig Morton. He managed to lead the team to a 47-yard Clark field goal with 3:24 left in the third quarter. But 24-13 was as close as the Cowboys would get. On Cleveland’s next drive, Nelsen’s play action pass to fifth year wide receiver Paul Warfield picked up 39 yards and a first down on the Dallas 11-yard line. Three plays later, seventh year running back Ernie Green’s 2-yard touchdown gave the Browns an unbeatable 31-13 fourth period lead. All that was left was Morton’s 2-yard touchdown pass to reserve fullback Walt Garrison for a 31-20 Cleveland victory.

On December 22, Baltimore outlasted Minnesota for the Western Conference title. The Colts took a dominate 21-0 lead through three quarters before the Vikings came back to score 14 points in the final period. Minnesota demonstrated it would be a force to be reckoned with in coming years, outgaining Baltimore in both total yards, 351-295, and first downs, 22-15, while scoring two touchdowns against the NFL’s top ranked scoring defense. But, once again, turnovers were the difference between winning and losing. Quarterback Joe Kapp, in his second year as the Vikings starter, had a fumble returned for a touchdown as well as threw two first half interceptions to seal Minnesota’s fate.

Baltimore got their initial scoring opportunity early in the first period when safety Jerry Logan intercepted Kapp’s pass and returned it 24 yards to Minnesota’s 22-yard line. But the Vikings defense prevented a score when they recovered halfback Tom Matte’s fumble. After a Minnesota punt, quarterback Earl Morrall got the offense back on track, completing a 39-yard pass to sixth year wide receiver Willie Richardson for a first down on the Vikings’ 36-yard line. On the next play, the two-time Pro Bowler made a leaping, 33 yard catch down to Minnesota’s 3-yard line. After two rushes for no gain, the Colts scored on Morrall’s 3-yard touchdown pass to tight end Tom Mitchell for a 7-0 margin.

It would be the only score of the first half. Baltimore lost another scoring opportunity early in the third quarter when Lou Michaels missed a 33-yard field goal attempt. But, on the second play of the Colts ensuing drive, Morrall threw a 49-yard scoring toss to tight end John Mackey, giving Baltimore a 14-0 lead. Second year halfback Clint Jones gave the Vikings a chance to get back in the game with a 35-yard kickoff return to the Colt 42-yard line. However, on second down, defensive end Bubba Smith plowed into Kapp as he was about to throw, knocking the ball out of his hand and into the arms of linebacker Mike Curtis. The first time All-Pro then returned it 60 yards for a touchdown.

Faced with a 21-0 fourth period deficit, Minnesota drove 77 yards, aided by two catches from Kapp to second year wideout Gene Washington for a total of 27 yards. A 33-yard interference penalty gave them a first down on Baltimore’s 1 yard line. Kapp then threw a 1-yard touchdown pass to tight end Bill Martin, cutting the Colts advantage to 21-7. A 33-yard Michaels field goal quickly snuffed out the Vikings hopes of a comeback. With the Colts leading 24-7, all Minnesota could do with the remaining time was make the final tally respectable. Kapp’s 7-yard touchdown pass to 30-year-old fullback Bill Brown with only seconds remaining completed the scoring, giving Baltimore a 24-14 victory.

The NFL Championship Game would feature the Colts and the Browns in Cleveland’s Municipal Stadium on December 29. It was a rematch of their 1964 title clash, when the 10-3-1 Browns shutout the 12-2 Colts by a score of 27-0. Also, in the sixth week of the 1968 regular season, Cleveland beat Baltimore, 30-20, for their only loss of the season. But on this day, the Colts had their revenge, destroying the Browns. Baltimore shut out Cleveland on their home turf, forcing three turnovers and four sacks while limiting them to a paltry 56 rushing yards and a 173 total yards. The Colts’ defense was so dominate that the Browns were able to cross midfield only twice, both times missing field goals.

Things actually started out promising for the Browns. Cornerback Ben Davis wiped out a scoring chance on Baltimore’s opening drive when he intercepted Earl Morrall’s pass on Cleveland’s 14-yard line. The Browns then drove 71 yards to the Colts’ 35. But Bill Nelson, in his first season as Cleveland’s starting signal caller after being acquired from the Pittsburgh Steelers, was dropped for a 7-yard loss by defensive tackle Fred Miller and end Ordell Braase. Don Cockroft’s 42-yard field goal attempt was then blocked by Bubba Smith. After a scoreless first quarter, Baltimore took a 3-0 lead on Lou Michaels’ 28-yard field goal early in the second period, the beginning of the end for the Browns.

Tom Matte, in his eighth year, next scored on a 1-yard touchdown run, giving the Colts a 10-0 lead. Later on, Mike Curtis intercepted a Nelson pass on the 33-yard line. Matte subsequently scored again on a 12-yard touchdown run, giving Baltimore a 17-0 lead going into halftime. In the third quarter, the Browns forced a punt and got the ball on their own 40-yard line. But the drive stalled after Nelson moved the team to the Colts’ 38. Cockroft again failed to score, first missing from the 50 then, after a penalty gave him a second chance, from 45 yards out. Baltimore next got the ball on Cleveland’s 48, driving 52 yards for a 24-0 lead on Matte’s 2-yard touchdown run, his third of the day.

Nelson was benched and replaced by his backup, former starter Frank Ryan. It would be the 11-year veteran’s final appearance for the Browns. However, on his first play, he fumbled the snap. Colts’ linebacker Don Shinnick recovered the ball on Cleveland’s 20-yard line, leading to Michaels’ second field goal. The 11-year veteran’s 10-yarder gave Baltimore a 27-0 lead on the second play of the fourth quarter. Ryan completed just 2 of 6 passes the rest of the game. Meanwhile, Colts’ reserve halfback Timmy Brown, in his 10th and final year, scored the game’s last touchdown on a 4-yard run. Baltimore had a convincing 34-0 victory and their first NFL championship under 38-year-old Don Shula.

After going 13-1 in the regular season and efficiently dispatching both the Vikings and the Browns to win their third league title since 1958, the Colts were being hailed as “the greatest football team in history”. On the other hand, several of the AFL Champion New York Jets’ players had once been cut by NFL teams including three AFL All-Pros; wide receiver Don Maynard, offensive tackle Winston Hill, and cornerback Johnny Sample. As a result, Baltimore was heavily favored to beat New York in Super Bowl III. Virtually no one doubted that the Colts would dismantle the Jets at least as easily as the Green Bay Packers had previously defeated the Kansas City Chiefs and the Oakland Raiders.

No one, that is, except a New York player named Joe Namath.

Super Bowl Highlights: On January 12, 1969, the NFL Champion Baltimore Colts, coached by Don Shula, played the AFL Champion New York Jets, coached by Weeb Ewbank, for the world championship of pro football, now officially known as the Super Bowl. For the second straight season, the game was played in Miami’s Orange Bowl. Ewbank was Baltimore’s head coach between 1954 and 1962. His Colts won the 1958 NFL title, known as the “Greatest Game Ever Played”, as well as the 1959 title. But, by 1963, Baltimore had decided to move on, releasing the two-time championship coach. He was quickly hired by the Jets. Now, he’d face his replacement in Super Bowl III.

Established in 1947 as part of the defunct All-American Football Conference, the Colts were absorbed into the NFL after the AAFC folded in 1950. After a single season where the team finished 1-11, the franchise was disbanded in January 1951. However, protest from Baltimore fans eventually resulted in the league’s decision to sell the failed Dallas Texans expansion franchise to new owner Carroll Rosenbloom, who reestablished the Colts in 1953 after fans bought 15,000 tickets in less than six weeks. After a 3-9 finish, Ewbank, an assistant with the Cleveland Browns, was named head coach in 1954. But the team continued to struggle, winning just 13 games during his first three seasons.

The turning point came in 1956 when Baltimore signed free agent quarterback Johnny Unitas after the rookie was let go by the Pittsburgh Steelers prior to the 1955 season. When starting quarterback George Shaw went down in the fourth game, Unitas took over and never looked back. In 1957, his first full season as starter, the Pro Bowler led the Colts to their first winning record. At 7-5, Baltimore ended the year one game out of first place in the Western Conference. Unitas was first overall in passing yards (2,550) and touchdown passes (24). With coach Ewbank and future Hall of Famers like Unitas, Raymond Berry, Alan Ameche, and Lenny Moore, the Colts were poised for greatness.

Baltimore finished 9-3 in 1958, winning the conference title and advancing to their first NFL Championship Game. It became known as the “Greatest Game Ever Played” for its dramatic conclusion. After tying the game with just seven seconds left, Unitas drove the Colts downfield in sudden death overtime. Ameche scored the winning touchdown on a 1-yard run for a 23-17 victory over the New York Giants. The next year, Baltimore again finished 9-3, winning both their second conference title and NFL title, once more beating the Giants, 31-16. However, after three average years, Rosenbloom decided to replace Ewbank with Shula, a third-year assistant coach with the Detroit Lions, in 1963.

Under Shula’s leadership, the Colts again became contenders. They went 12-2 in 1964, winning their third conference title and subsequently playing for the NFL Championship in just his second season. But Baltimore lost the title to the Cleveland Browns, 27-0. A year later, they tied the Green Bay Packers for the conference title at 10-3-1 but lost a controversial one game playoff in overtime, 13-10. In 1966, the Colts slipped to 8-5-1 and a second-place finish. They came back strong a year later, tying the Los Angeles Rams for the league’s best record at 11-1-2. Yet, despite Unitas winning his third MVP award in nine years, Baltimore failed to win their division due to new tie breaking rules.

Shula then fielded what many considered his best team to date in 1968. However, the season got off to a difficult start when Unitas, now in his 13th year, was lost in the final preseason game with an arm injury. Enter newly acquired journeyman quarterback Earl Morrall. Also in his 13th campaign and with his fifth team, Morrall had the best season of his career. Under his leadership, Baltimore won its first five and its last eight games to finish 13-1. Starting 14 games for the first time since 1965, the 1968 MVP completed 182 of 317 (57.4%) for 2,909 yards, 26 touchdowns, and 17 interceptions. He finished near the top of every passing category and led the entire league with a QBR of 93.2.

His performance was so impressive that Shula decided to keep the 34-year-old signal caller in the starting lineup even after Unitas was healthy enough to play. Wideouts Willie Richardson (37 catches, 698 yards, 8 touchdowns) and Jimmy Orr (29 catches, 743 yards, 6 touchdowns) provided the Colts with two deep threats. Orr, in his 11th season, led the league in yards per reception with 25.6. Sixth year veteran Richardson finished sixth overall with 18.9. The two-time Pro Bowler also tied for fifth in the league in touchdown receptions. Three-time All-Pro tight end John Mackey, in his sixth year, led the team in receptions with 45 for 644 yards, a 14.3 average, and 5 touchdowns.

First time Pro Bowl halfback Tom Matte was the team’s top rusher, gaining 662 yards on 183 carries (3.6 yards per attempt). His nine touchdowns were third highest in the league. The 1961 first round selection also caught 25 passes for 275 yards and one touchdown. Terry Cole and Jerry Hill added 778 yards on 195 attempts as well as 31 catches for 236 yards and 5 total touchdowns. Eleventh year kicker Lou Michaels led Baltimore in scoring with 102 points, third in the league, converting 18 of 28 field goals (64.3%) and 48 of 50 extra points. Overall, the Colts offense finished second in points scored (402), third in passing yardage (2,872), and eighth in rushing yardage (1,809).

Baltimore’s defense led the league with the fewest points allowed (144), finishing fourth in passing yards (2,038) and third in rushing yards allowed (1,339). Last season’s first overall pick, end Bubba Smith, anchored the line with a team leading 10.5 sacks. Smith was supported by two-time Pro Bowl tackle Fred Miller, in his sixth season. First time All-Pro Mike Curtis, in just his fourth season, was considered one of the league’s best linebackers. Three-time All-Pro cornerback Bobby Boyd, in his ninth and final season, led the secondary with 8 picks. The defense was particularly dominate during the Colts ten game winning streak, giving up a total of seven touchdowns including four shutouts.

Originally established as the New York Titans in 1960, the team struggled both on and off the field during their first three seasons under Owner Harry Wismer. By 1962, as the franchise’s debts continued to mount, the AFL was forced to assume the team’s costs through season’s end. A five-man syndicate, headed by media mogul Sonny Werblin, saved the franchise from certain bankruptcy, purchasing the Titans for $1M in March 1963. Werblin subsequently renamed the team the Jets and replaced first year Head Coach Clyde Turner with Ewbank in April. New York then used the first pick in the 1965 AFL draft to select the future face of the franchise, Alabama Quarterback Joe Namath.

Although also drafted 12th overall by the NFL’s St. Louis Cardinals, Werblin outbid St. Louis, signing the future Hall of Famer to a $427,000 four-year contract, the largest at the time. Namath was named AFL Rookie of the Year after the Jets won five of their last eight games to finish 5-8-1. His success, and his legend, only grew from there. In 1966, New York improved to 6-6-2. In 1967, they achieved their first ever winning season at 8-5-1 with the two-time Pro Bowler becoming the first quarterback to throw for over 4,000 yards in a season. One year later, the Jets won the East Conference title with an 11-3 record, easily outdistancing last year’s conference champion, the 7-7 Houston Oilers.

But New York would have to take a week off before playing for the 1968 AFL title. The Oakland Raiders, last season’s league champion, tied the Kansas City Chiefs for the West Conference title at 12-2, necessitating a one game playoff. After splitting their two regular season contests, the Raiders easily beat their nemesis in the rubber match, 41-6, in Oakland-Alameda County Coliseum. Quarterback Daryle Lamonica torched the Chiefs with five touchdown passes and 347 passing yards. Meanwhile, the defense picked off four Len Dawson passes and held Kansas City to two second quarter field goals, giving Oakland the chance to play for a second consecutive AFL Championship.

The site for the championship game alternated between the conferences with the East hosting in even-numbered years. As a result, the Raiders traveled to Shea Stadium on December 29 to take on the Jets. It was a chance for New York to avenge their regular season loss to Oakland in the infamous “Heidi Bowl”. On November 17, NBC’s decision to break away from its coverage of the Raiders-Jets game at 7:00pm on the East Coast to broadcast the film Heidi caused irate viewers to miss Oakland’s comeback from a 32-29 deficit in the final 60 seconds of the game. The Raiders scored two touchdowns to beat New York, 43-32. The networks later changed broadcast rules to avoid a repeat.

Early on, the Jets dominated the Raiders, forging a 10-0 lead. However, Oakland fought back to tie the game, 13-13, early in the second half. New York retook the lead, 20-13, on Namath’s 20-yard touchdown pass to tight end Pete Lammons with one minute left in the third period after a 14 play, 80-yard drive. The Raiders again retaliated, scoring twice to take their first lead of the game, 23-20, with 8:18 remaining. But their lead was short lived. On the Jets next possession, Namath threw a 6-yard touchdown pass to wideout Don Maynard for a 27-23 edge, a lead they would not relinquish. In the final seven minutes, Oakland drove into New York territory three times but came up empty.

With their victory, the Jets had won their first AFL title and a trip to the Super Bowl. For the season, Namath threw for 3,147 yards but completed just 49.2% of his passes (187 of 380). He also threw more interceptions (17) than touchdowns (15), earning a QBR of 72.1. Still, Namath led the offense effectively enough for New York to score more points (419) than the Colts. Most importantly, the four-year veteran usually found ways to win. For example, in the championship game, Namath threw a pick that allowed the Raiders to take a 23-20 lead. But he then completed three straight passes on the ensuing drive, including a 52 yarder to Maynard, moving 68 yards in 55 seconds for the winning score.

Maynard’s 11th season was his best ever, catching 57 passes for 1,297 yards and 10 touchdowns. His 22.8 yards per catch average was the best in the league. Fellow wide receiver George Sauer Jr. led New York with 66 receptions for 1,141 yards (17.3 yards per catch) and 3 touchdowns. The rushing attack was also efficient. Sixth year fullback Matt Snell was the team’s leading rusher with 747 yards on 179 attempts (4.2 yards per carry) and 6 touchdowns. Halfback Emerson Boozer added 441 yards on 143 carries (3.1 yards per attempt) and 5 touchdowns. Fifth year kicker Jim Turner led the AFL in scoring with 145 points, converting 34 of 46 field goals (73.9%) and all 43 extra points.

Overall, the Jets offense finished 2nd in points scored, 3rd in passing (3,439), and 8th in rushing (1,608). The defense was superb, leading the AFL in rushing yards allowed (1,195) while finishing 2nd in passing yards (2,168) and 4th in points allowed (280). Pro Bowl ends Gerry Philbin and Verlon Biggs, along with second year tackle John Elloitt, anchored the defensive line. Fourth year linebacker Al Atkinson, a first time Pro Bowler, was solid in the middle. The secondary was directed by 32-year-old cornerback Johnny Sample, a former Colt who played on the 1958 title team, as well as safety Jim Hudson. Sample was first on the team with 7 interceptions followed by Hudson with another five.

Given the Packers’ success against AFL teams in the first two Super Bowls, a majority of sports writers and fans remained steadfast in their belief that the rival league was simply less talented than the NFL and that it’d take several years before they’d be truly competitive. As a result, Baltimore was an 18-point favorite to beat New York. However, in the days prior to the big game, Namath grew tired of responding to the issue in the press. When heckled at a Miami Touchdown Club sports banquet by a Colt supporter, he replied with the legendary line: “We’re going to win the game. I guarantee it!”. At the time, few people, save for Namath’s teammates and die-hard Jets fans, believed him.

Early in the game, it appeared the oddsmakers would be right. On the Colts first drive after a New York punt, Morrall completed a 19-yard pass to Mackey followed by Matte’s 10 yard run to the Jets’ 44-yard line. Hill’s runs of 7 and 5 yards picked up another first down. Morrall’s pass to tight end Tom Mitchell, in his first year with Baltimore after one season with the Raiders, gained 15 yards down to New York’s 19-yard line. In scoring position, Morrall tried to cash in quickly against a reeling Jets defense. But Richardson dropped his first down pass, followed by an incompletion after Mitchell was overthrown. On third down, with none of his receivers open, the NFL MVP was sacked by Atkinson.

Michaels tried to salvage the drive with a 27-yard field goal but missed. “You could … feel the steam go out of them,” said Snell. Yet, with 1:58 left in the first period, New York found itself pinned back at their own 4-yard line after a 51-yard Colt punt. On 3rd and 1, Sauer caught a 3-yard pass from Namath but fumbled the ball away to Baltimore at the Jets 12-yard line. The Colts again had a chance to score. However, on 3rd and 4 from the 6-yard line, Morrall’s pass was tipped by Atkinson, bounced crazily, high in the air off Mitchell’s shoulder, and was finally intercepted by second year cornerback Randy Beverly in the end zone for a touchback. “That was the game in a nutshell,” said Matte.

Beginning the second period on their own 20-yard line, Snell ran four straight times off left tackle for 26 yards. Namath then completed three consecutive passes, moving the ball to the Colt 23-yard line. Snell capped the drive with a 12-yard reception down to the 9-yard line, a 5-yard run, and a 4-yard touchdown romp, again off left tackle. The score gave New York a 7-0 lead, marking the first time an AFL team had led in a Super Bowl. After trading missed field goals, Baltimore stormed from their own 20-yard line to the Jet 15 in just three plays, primarily on the strength of Matte’s 58-yard run. But, with 2:34 in the half, Morrall’s second down pass was picked off by Sample at the New York 2.

The ensuing Jets punt to their own 42-yard line gave the Colts one more opportunity to score. What followed is one of the most famous plays in Super Bowl history. On second down and with 25 seconds remaining, Baltimore attempted a flea flicker play. Matte ran right, pitching the ball back to Morrall. New York’s defense was completely fooled, and Orr was wide open down the sideline. However, Morrall failed to see him and instead threw a pass down the middle of the field to Hill. Hudson intercepted the ball as time expired to maintain a 7-0 Jets lead at halftime. Despite multiple chances, the Colts had failed to score in the game’s first 30 minutes. New York now had all the momentum.

The Jets dominated the third quarter, controlling the football for all but three minutes. Baltimore ran only seven plays the entire period, gaining just 11 yards. Turner kicked two field goals, a 32 and a 30 yarder, after a Matte fumble on their own 33-yard line and a punt on the Colts first two possessions of the half. With the Jets ahead 13-0, all doubt that the AFL’s best could compete with the NFL had been erased. Snell observed, “By this time, the Colts were pressing. You saw the frustration and worry on all their faces.” With four minutes left in the period, Shula finally pulled the ineffective Morrall, turning to Namath’s boyhood hero, Johnny Unitas, in an attempt to jumpstart Baltimore’s offense.

However, the four time All-Pro couldn’t get the Colts moving on their next drive and was forced to give up the football after three plays. Aided by a 39-yard pass from Namath to Sauer, New York drove all the way to Baltimore’s 2-yard line. But the defense held, and Turner kicked his third field goal early in the final period to make the score 16-0. On the Colts next possession, Unitas at last began to move the offense. With Matte rushing for 26 yards, they drove all the way to the Jets 25-yard line. But Beverly abruptly ended the threat by picking off Unitas’ pass in the end zone, Baltimore’s fourth of the game. New York then drove 45 yards to the Colt 35. However, Turner missed a 42-yard field goal.

Finally, after a 15-play drive and with the aid of three Jet penalties, Baltimore scored on a 1-yard touchdown run by Hill, cutting their deficit to 16-7 with just 3:19 remaining. Yet, despite almost 57 minutes of offensive futility, the Colts had one last chance to snatch victory from the jaws of defeat when they recovered an onside kick. Unitas drove to the New York 19-yard line with three straight completions. However, his next three attempts failed to hit the mark. On fourth down, with 2:44 remaining, Unitas’s last gasp pass fell incomplete. The Jets then ran all but 8 seconds off the clock to finish the game. Victory belonged to New York, 16-7. Super Bowl III remains the biggest upset in NFL history.

The Jets entered the game with Maynard, their primary deep threat, nursing a pulled hamstring from the previous week. But his 112-yard performance against Oakland in the AFL Championship Game made Baltimore’s defense pay him special attention, not realizing he was injured. With Maynard as a decoy, Namath took advantage of single coverage on Sauer, resulting in the two time All-Pro catching 8 passes for 133 yards. In general, New York emphasized high percentage passes as well as running the football to minimize turnovers. The Jets took advantage of their bigger offensive line against a smaller Colts’ defensive line by repeatedly running Snell to the left with great success.

As he ran off the field, Namath, in a spontaneous show of defiance, held up his index finger signaling “We’re Number One!”. The first time All-Pro completed 17 of 28 for 206 yards and is the only quarterback in Super Bowl history to be designated MVP without throwing a touchdown pass. So dominate was the running game that Namath did not attempt a single pass in the fourth quarter. Snell ran for 121 yards on 30 carries and a touchdown. The defense forced five turnovers, including four picks. Cornerback Randy Beverly became the first player to record two interceptions in a Super Bowl. Sadly, for Jet fans, 1968 would be the team’s one and only appearance in the Super Bowl to date.

Conclusion: After nine years of winning, Green Bay Packer fans were disappointed by their team’s losing season. But many felt the past year was an anomaly. After all, Green Bay had outscored their opponents 281 to 227 and finished practically identical to last year’s title team in terms of yards gained (4,279 to 4,024) and allowed (3,300 to 3,596). But players from Vince Lombardi’s glory years were getting older and there were fewer quality replacements in the pipeline. Those inches that Jerry Kramer used to describe the Packers losses in 1968 would soon turn into yards. The season was indeed a new beginning for the franchise. Unfortunately, it was not the genesis fans were hoping for.

According to David Maraniss, “[Lombardi] had pushed his Packers as long and as far as they could go, many believed, and it was becoming obvious that their era was over.” Gary Knafelc, who played on Green Bay’s early championship teams, commented, “He was a very smart guy. He knew. The Packers were dead. He didn’t do [new head man] Phil Bengston any favors. To win the Ice Bowl and that last Super Bowl was amazing. … [But] he didn’t want to go down a loser.” Lombardi’s son Vincent had a different take. “Anybody who motives … sooner or later runs out of things to say. You’ve got to [make a change]. What’s he going to tell these guys to get them … to do it one more time?”

Many of Lombardi’s veterans also knew that, without his special brand of motivation, the team would not respond the same. Maraniss continued, “Hawg Hanner, defensive assistant, had advised Bengston to run the players to the point of exhaustion during the first week [of training camp], reminding them that the Lombardi tradition still lived, but [he] declined, saying he had to establish his own style.” Bengtson was unlike Lombardi in so many ways. Offensive tackle Bob Skoronski, who decided to retire after 11 years, “… considered Bengtson ‘just a fantastic guy.’ And yet by the second week of camp, Skoronski said, it was obvious that Bengston ‘didn’t have a chance in hell of [success].'”

To end this post, I’ve attached the NFL Films Super Bowl III Highlight video narrated by the great John Facenda. Also included is a video from the series Full Color Football, a documentary about the AFL, highlighting Joe Namath’s early years with the Jets as well as a video from Joe Namath: A Life where Namath discusses “the guarantee”.

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