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Critics had lampooned as boring pabulum; instead, it seemed to resonate. Was able to, against advice from a lot of people, do the things that I was told were gonna hurt me politically, Biden says. I would argue that it turned out that that what the American people were looking for: they looking for some honesty, decency, respect, unity.

Calvin Klein went full Vine with its eye popping Super Bowl star, Matthew Terry. Budweiser launched its Twitter feed (yes, the brand just started tweeting right before this year big game) with an invitation for followers to name the company new Clydesdale foal, who would play a role in the excellent game day spot, And on it goes.Oreo, which had been winning hearts and minds with a social media driven initiative over the last year (the Twist campaign which saw the brand create Facebook posts/ads based on current events) grabbed the internet attention during the Super Bowl power outage with a blackout themed tweet, turned around on the fly (read about how they did it in the slide show).And the Oreo tweet is a great symbol of the shift toward constant content creation, instead of just advertising.On one hand, it be interesting to see if there a swing back to revealing the main ads during the game (is there a point at which the networks start to get shirty about previews? If more and more of the viewers who watch the game for the ads have already seen all the ads, does that present an audience dissipation issue? So far, available wisdom suggests there no impact on in game viewing). But even if some marketers veer away from revealing their big ad beforehand, the idea of creating a larger campaign around the Super Bowl will endure.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.In the slide show above, our picks for the brands who did that best.See the rest of the Super Bowl spots here.ImpactImpactThe frightening link between climate change and the pandemicImpactThe COVID 19 vaccine rollout is going to create a massive waste management problemImpactWe still aren’t doing enough testing to keep COVID 19 containedNewsNewsWhy it’s a big deal that carrying drugs will no longer get you arrested in OregonNewsBiden stimulus update: When is my third IRS check, unemployment, or student loan forgiveness coming?NewsMav Carter, Evan Spiegel, Rebecca Minkoff headline first Most Innovative Companies SummitWork LifeWork LifeThe one well being benefit you may be overlooking for working parentsWork Life6 career coaches share the best career advice they ever gotWork Life7 tips for thoughtfully dealing with grief in the workplace.

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