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Twentieth Century Fox staged an elaborate live song-and-dance number on the Fox network to promote its movie musical, The Greatest Showman, and Kraft used real-time elements to create its recent family-centric Super Bowl spot. During Hollywood’s glitziest night—the Academy Awards on Sunday—Samsung rubbed shoulders during the live telecast with A-list stars like Meryl, Denzel and Jimmy, showing off its Galaxy S9’s new photo and video features in the world’s most camera-ready context.
These come on the heels of a two-and-a-half-minute live ad for MassMutual during CNN’s New Year’s Eve countdown and last year’s live Snickers and Hyundai commercials during the NFL’s biggest showcase.
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