Originally posted on Variety:
Advance marketing campaigns have largely leeched the thrill of discovery out of Super Bowl advertising, since many of the spots were exposed before the game. Of course, that logic seems less assailable given that the game itself was essentially over on the first play of the second half, making viewing optional if you really gave a damn about who wins.
The level of perceived creativity in Super Bowl advertising has taken on a life of its own, which has led to the content generally being overrated. Moreover, one of the biggest sponsor categories — movie studios — are invariably challenged to come up with genuinely breakthrough creative, since a trailer is pretty much a trailer, the only difference here being the size of the stage and cost of the platform.
That said, watching the game like a regular fan (including a couple of pale ales just to complete the effect),…
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