During the Super Bowl, home soda maker SodaStream aired an ad to the effect that using their product (recently redesigned by Yves Behar) would result in millions of fewer plastic bottles. This was illustrated by huge amounts of anonymous soda bottles exploding as people used their soda stream.
However, the company first submitted the video at the top of this post, which more explicitly calls out the companies that actually make the soda that goes in the plastic bottles. But that ad was rejected, presumably because it called out two major Super Bowl sponsors.
For years now, one of the central changes that’s been happening in the ad industry—or, a change that the industry has been trying to effect—has been the shift from the notion of making ads (that is, one-off messages that run for a short, pre-determined period of time) to the idea of making content, and having an ongoing conversation with consumers. You can see that evolution reflected in Super Bowl commercials.
In the end, though, whatever the strategy, whenever brands unleash their ads, the key is making content that people want to watch, interact with and share.