By Cream Editorial

Fans frustrated with the 34-minute power outage at the Super Bowl in New Orleans were flooded with innovative advertising messages to keep their interest going during the blackout. Chief amongst these brands was Oreo, which stole the show with a tweet-cum-ad - while players milled about on the fields in darkness, the brand created an image of an Oreo set in light, shadow and darkness. The ad pointed thousands of followers to the line below the image that went: ‘You can still dunk in the dark’.

The ad became an instant hit on social media, retweeted more than 15,000 times in the first 14 hours. Other brands that tried to latch onto the blackout communication included Tide with an insta-ad: ‘We can’t get your blackout. But we can get your stain out’ and Volkswagen, which sent out a tweet: ‘Lost power during the Big Game. . . . Don’t worry, #GetHappy’ along with a link to its Super Bowl commercial.

But none quite made it top of mind like Oreo did. Here’s to media innovation, in media ‘dark’ areas!