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Instead of spending an astronomical $6 million to place an ad in the Super Bowl this year—it was reported earlier that NBC is charging $5 million-plus for a 30-second spot in the Feb. 4 game—Kind will give away $6 million worth of snack bars to fans across the country.
In the one-minute, 40-second video below, Kind Snacks founder Daniel Lubetzky explains—when he’s not being interrupted by a director, who we come to find out is not really a director—that the company will give one Kind bar to each of the first 3 million people to click on the link displayed at the end of the spot.
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