In the internet era of Super Bowl commercials, "things have changed"

Things have changed in Super Bowl advertising. It used to be about a one time hit for 30 seconds or 60 seconds in the middle of the show. And increasingly we’re trying to create a sort of two-week buzz.

The way in which people advertise in the Super Bowl was kind of developed before there was an Internet. One of the things that we did last year — and I don’t think we’re overstating it by saying we pioneered this — is we pre-released our ad.

This year, of course what’s happened is everyone will pre-release. I suspect there will not be an ad you’ll see on the Super Bowl that wasn’t available online. So our feeling was if you want to stay ahead of the curve — if no one is pre-releasing, let’s pre-release; if everyone is pre-releasing, let’s do a pre-pre-release.

– Mark Hunter, via Marketplace

 

The original pre-released ad that started it all

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