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It was like, holy shit if we manage to put this in the middle of the biggest extravaganza of the year, we’re going to blow everyone’s minds. It’s so simple, and it’s sort of meta. You’re breaking the fourth wall in a way and messing with people.
The typical Super Bowl ad tends to be loud music, full of celebrities and really screaming loud to break the clutter. We see our ad as breaking all the rules of the typical Super Bowl ad—our ad doesn’t have music, doesn’t have voiceover, is not 30 seconds, was not shot this year. Our ad was shot in 1982. I believe that it will act like a silent assassin during the Super Bowl—it will cut through the noise with silence.