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Industry Tuesdays (errr Wednesdays): Super Bowl Spots Before the Super Bowl

There will be over 70 spots at the Super Bowl. 111 million viewers. An average of $3.5 million dollars per 30s spot. That’s a lot of money, a lot of eyeballs, and a lot of competition.

So there’s a new trend to get more eyeballs, more exposure & less competition (and more bang for your quite a bit of buck)… Releasing a teaser, or the whole spot, before Game Day.

It started with Volkswagon. Well, it really started with their Darth Vader spot last year, but continued this year with “The Bark Side.”

(I’ve never seen Star Wars, so it didn’t mean that much to me. But it seemed to be pretty popular… 10 million views anyone?)

And then the Dog Strikes Back, a commercial within a commercial responding to a commercial posted on YouTube:

We love this Audi spot. I’m a big fan of vampires, and la and I have concepted our fair share of “vampire” inspired car spots (when you work on cars for long enough, everything is game!). We’re kinda bummed Audi has now killed our dreams of ever having a car spot with vampires!

This super funny ones from our old CDs Chris & Margaret at Saatchi:

Even teasers from Chiat’s own Pepsi (from our buds Armando Samuels and Kristina Krkljus!):

And a teaser from Hulu with “TV Star” Will Arnett:

But our most favorite one started with this – and created a maelstrom of guesses, conjectures and posts:

And then ended up as this:

Congratulations to my old partner Ariel Shukert for making what may be the most popular Super Bowl ad of 2012! Can’t wait to see it on television this Sunday!

Is it worth releasing your Super Bowl spot before the Super Bowl? I think the 6 million views, coverage on the Today Show, the Daily Show and countless blogs would say “yes.” But next year, when everyone releases their spot before the Super Bowl, will it still be worth it? We’ll see…

In the mean time, we’re looking forward to eating chips & dip, chicken wings, drinking beer and hanging out with friends while watching ALL the commercials on Sunday. Oh, and throwing in a little football watching too! Here’s to seeing what social media extensions people use on the spots to make it worth their high price tag…



Filed under industry tuesdays, lali