NEW YORK (AP) — Super Bowl advertisers are learning the art of the tease.
Supermodel Kate Upton appears in an online Mercedes-Benz video in a low-cut top. An unknown man wakes up with his face covered in smeared lipstick and his hands bound in furry handcuffs in a Gildan Activewear clip. And “30 Rock” star Tracy Morgan seemingly curses in a spot for Kraft’s Mio flavored drops.
Super Bowl advertisers no longer are keeping spots secret until the Big Game. They’re releasing snippets of their ads or longer video trailers that allude to the Game Day spot.
It’s an effort to squeeze more publicity out of advertising’s biggest stage. With advertisers shelling out $4 million for a 30-second spot, they’re looking for ways to get people talking before Game Day.