Super Bowl ads used to be a big TV buy. Now they're a luxury good. In 2010, a 30-second spot was just over $3 million. Now you're flirting with $7 to $8 million for the same 30 seconds. By the time you add production, talent, digital, a lot of products and brands are quietly putting 15 to $30 million what is on paper half a minute of attention.

It's interesting too because we talk about the psychology of kind of that competition, right?

This is the AI boom.com boom in previous years. But does it make sense? Does your message get lost in

the sauce? And so I wonder, would it be more strategic?

So the likelihood that you're going to make a gigantic meet forward by being in an event like the

Super Bowl is quite high. A larger holistic marketing program. If you're a company that's never done,

the markers are there. You're seemingly ready to play on the big stage. Do you use that

moment to say, get to know us, here's who we are? Or do you use that moment to do a needle drop?

Is that too much too soon or do you use it just for the recognition, the responsible and the

creative angle? Like, what do you do in that situation?

Fuck you. Yeah. Yeah. in that situation. Hockey!

My favorite.

It's Judd's Hockey Show.

Yes, it is another edition of Judd's Hockey Show.

It's just another edition where we're going to talk about another wild win.

They pick up right where they left off going into the Olympic break.

They were 8-1-1 before the break.

They come out last night age, and they get a 5-2 victory against the abs in Colorado.

A lot to talk about here.

Gustafson was outstanding, boldy, four points.

There's a lot to talk about, but here's where I want to start.

That's pretty impressive.

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