Tis the Season (for Super Bowl Ads)
In years past, this was the big creative coming out party for brands. In the old days, you could ride a great Super Bowl spot all year long.
Today that is less of the case, but if you have the budget, go ahead and put something remarkable out there to get a spark. Then use social, search and content to fuel the flame.
Another trend is using the web to release the ads early, creating multiple sparks. Then the game acts as the gasoline. I like this approach as long as you tie in content and social after the game to maximize the mileage.
Here are a few places you can get a sneak peek: