The Washington Post

Super Bowl ads: Mobile innovators download in Best Buy Web video series (video)

Philippe Kahn, creator of the camera phone, starred in a Super Bowl ad for Best Buy. (AP)

Super Bowl ads are a longtime tradition, but this one from Best Buy caught our eye, discovered . The ad features innovators who have been changing the mobile technology landscape — a major tool in conquering “Big Data.”

The ad featured during the Super Bowl is a shorter version of a much longer Web video. The entire ad campaign, created by Best Buy to tout their mobile phone and carrier plan selection and an associated $50 gift certificate deal, has at least nine YouTube videos in all, including the game-day, 30-second spot.

Best Buy’s chosen innovators include text-to-speech inventor and futurist Ray Kurzweil, Instagram founder Kevin Systrom, camera phone creator Philippe Kahn, mobile payment system inventor and founder of Square Jim McKelvey, video sharing creator Daniel Henderson, Shazam co-founders Chris Barton and Avery Wang, Words with Friends creators Paul and David Bettner, and Neil Papworth — sender of the first SMS message.

This advertisement provided by Best Buy, shows an ad featuring Jim McKelvey, co-founder of Square. (AP)

There’s a larger trend worth acknowledging here, however. Advertisers are getting the hint when it comes to the power of the Web and the Super Bowl pre- and post-game afterflow. It takes more than high production value and a 30-second spot if you want to make the most of being featured during one of the most-watched sporting events of the year — it takes a little extra elbow grease online as well. While not new, it’s an evolution worth tracking. Perhaps there will come a day when the best ads won’t be the ones that make it to air but the ones that live solely online.

Here are the rest of the Web videos Best Buy posted online:

Read more news and ideas on Innovations:

Interactive: Vote for your favorite Super Bowl ad

Corning releases sequel to ad blending reality with science fiction (video)

Purpose CEO Jeremy Heimans on innovation, action and finding your purpose



Success! Check your inbox for details. You might also like:

Please enter a valid email address

See all newsletters

Show Comments
Most Read



Success! Check your inbox for details.

See all newsletters

Your Three. Videos curated for you.
Play Videos
Making family dinnertime happen
Deaf banjo player teaches thousands
New limbs for Pakistani soldiers
Play Videos
A veteran finds healing on a dog sled
Learn to make this twice-baked cookie
How to prevent 'e-barrassment'
Play Videos
Syrian refugee: 'I’m committed to the power of music'
The art of tortilla-making
Michael Bolton's cinematic serenade to Detroit
Play Videos
Circus nuns: These sisters are no act
5 ways to raise girls to be leaders
Cool off with sno-balls, a New Orleans treat