Super Bowl ads go long to win viewers’ attention

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Super Bowl ads seem unusually long? Blame Chrysler. For the second year in a row, the car maker led the trend for epic-length advertisements — this time, with a two-minute nod to the military.

In Sunday’s ad, Oprah Winfrey read a letter from the Jeep brand aimed at bolstering the spirits of military families, The Associated Press reported. Last year, Chrysler ran a similarly lengthy spot featuring Clint Eastwood.

This year, epic-length Super Bowl ads included a spot from Dwayne “The Rock” Johnson for the Milk Processor Education Program and a spot from Anheuser-Busch, on the growth and return of a baby Clydesdale.

The tendency for advertisers to go long comes as a competitive bid against other ad spots, the AP reports. At $4 million for 30 seconds, advertisers are constantly trying to find ways to capture the attention of the estimated 111 million viewers who turn in to the game.

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