Super Bowl Commercials 2013: Leaked Spots Hurt Super Sunday's Mystique

Ethan Grant@DowntownEGAnalyst IFebruary 1, 2013

We live in a now, now, now society.

To illustrate that point, head over to YouTube and find all the leaked commercials from the 2013 Super Bowl. There are plenty readily available to the American and International public, and they have been for the past several days.

Don't get it wrong—these commercials are going to be hilarious, heartbreaking and full of high-level thinking. The leaks have provided laughs and intrigue into what the product provides, but when the commercial actually airs on CBS on Sunday night, will the level of excitement still be the same?

Here's one that is filled with Hollywood stars and starting to gain steam online:

Everyone wants the "exclusive look" at something that isn't supposed to be provided until a later date. Wanting what you can't have is a staple of life—something that follows people around until their lives are winding down.

Still, one of the greatest treasures of recent Super Bowls was the ability to watch a brand new set of commercials in between the action. Lover of ads or not, there's usually no doubt that you'll see something in every break that you've never seen before.

Super Bowl commercials are even a national event.

From television specials with the best and worst of any given year to websites with that domain name, people love to see what creativity and money will do when trying to convince the public to use a product. is trying to follow a model of laughter and intrigue. When one of the most attractive women on the planet gets together with a nerd, you know sparks (and popularity) will fly along with it:

This early release method and leaking of Super Bowl ads takes away from the original mystique that families and friends of all ages felt when sitting down together and watching the game. You'll still see some ads you didn't see before Sunday night, but many of the best ones are already surfing the internet.

As reported by Mae Anderson of the Associated Press (via, there won't be any change in this trend any time soon. Here's an excerpt from her piece on early ads:

Companies have good reason for doing this. Last year, Super Bowl ads released early were watched 600 percent more times — with 9.1 million average views — than ones released after the game, according to, which hosts advertisers’ commercials on its site.

With that kind of profit margin in mind, why would Budweiser want to keep this ad secret from the public?

As you can see, commercials like this one are the best of the bunch. It's no surprise that companies are risking losing that level of surprise when their ads are revealed on Feb. 3, but not every company is taking that approach.

Anderson added this in her report:

To be sure, a few companies are betting that there’s still cachet in making the “big reveal.” The few advertisers that are staying mum this year are hoping they can accomplish what Chrysler did last year — its two-minute halftime spot featuring Clint Eastwood was so unexpected that it was one of the most memorable ads of the game.

There's two sides to this issue—as most issues usually have. On one hand, we love to get the exclusive look, but at what price? Is it worth ruining what would have been a more memorable reveal while the players were still on the field?

No matter your opinion—letting these commercials leak early does take some of the shine away if you've already seen them when the ads air again on Super Bowl Sunday. It's the nature of the beast, as every action has a reaction.

What do you think, is it worth it?


Ethan Grant is a featured columnist for B/R's Breaking News Team.