Adland's own Claymore has posted An open letter to my beloved advertising industry. regarding the super bowl commercials.
We totally back him on this - but don't let this stop all you agencies from sending us the ads early. ;) Now that you know where we stand I won't have to do that scouts honor swearing regarding embargoes every time you ask me to. I look so silly in my cub scout* uniform.
He's right you know. Showing the ads before the bowl is like unwrapping gifts before christmas. Take note what Audi has done this year - their social media/online campaign works with their ad, but doesn't reveal the ad. Try that. See Audi Green Police.