But one got dropped in editing for the on-air version of the ad, which ran at 30 seconds.
Christian Nielsen, creative director at The Mill’s Los Angeles studio, knew the ad would be trimmed for the game, resigning himself to a kill-your-darlings approach.
“I do feel it’s a shame—the turtle didn’t make it into the 30,” Nielsen said. “It’s nice to have more time to tell the narrative.”
Because there’s so much publicity around the early rollouts of the ads, brands often rely on consumers to watch the hero spots.
“It seems to be less and less about Super Bowl night and more about the time leading up to it,” Nielsen said. “You can’t call it a Super Bowl commercial unless it runs in the Super Bowl, but maybe you can do the cheaper buy if you’ve done a strong push in the lead-up weeks.”
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