Planters killed Mr. Peanut, brought him back, then killed him again — all for the Super Bowl
But in today’s fragmented media environment, with so many other screens demanding consumers’ attention, it’s become critical to rethink the traditional TV spot so that it has legs on social media, especially if advertisers hope to get a good return on the behemoth cost of airing an ad during the Super Bowl .
“It used to be, ‘We need a Super Bowl spot.’ Then, it was, ‘We need a Super Bowl spot and program,’” advertising executive . “Now, it’s, ‘We need a Super Bowl stunt or event.’ It needs to be newsworthy, social and surprising — and it needs to be much bigger than 30 seconds.” Enter: the pre-pre-pregame ad, released days before Super Bowl Sunday. Before Volkswagen’s “The Force” ad — which
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