Why Jeep Ran a Vertical Ad on the Super Bowl With 112 Million Watching Horizontal Screens

Focusing the viewer on the eyes, optimized for mobile

Jeep's "Portraits" ad, which aired at halftime of Super Bowl 50 and ended up being our favorite spot of the game, wasn't just riveting in its content. It was radical in its format. On a night when 111.9 million viewers were watching the telecast on horizontal screens, "Portraits" was a vertical video—using less than half of the available screen space.

@nudd Tim Nudd is a former creative editor of Adweek.