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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 behind 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 leap forward by being in an event like

the Super Bowl is quite high.

A larger holistic marketing program.

...