The Superbowl is the mother lode of all “earned media”. All of those reporters filling a whole week of airtime with nothing at all. It is a PR man’s dream.
IMHO, this is just another PR stunt looking for a little cheap publicity off of the Superbowl. There is no way in Hell these guys had enough money to air an ad, so instead they have gotten all sorts of airplay as the “forbidden” ad.
It is an effective tactic, no doubt. But let’s not pretend that CBS actually banned them, or anything. The worst thing in the World that could have happened to these guys was to have CBS say, “OK, we’ll run you ad. Now hand over the Two Million Dollars”...
“IMHO, this is just another PR stunt looking for a little cheap publicity off of the Superbowl.”
...YEP!!...although,of course they deny it.
“ManCrunch.com Denies Accusations Super Bowl Ad Was Just PR Stunt”