Burton looks brilliant with ad after Superdome power failure

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Posted: Monday, February 4, 2013 12:00 am

Cookie lovers and advertising executives alike were impressed last night with Oreo's quick thinking after the power outage that caused a 34-minute delay in the third quarter of the Super Bowl. The 100-year-old cookie brand immediately tweeted an ad that caught fire on social media, with its message: "Power out? No problem. You can still dunk in the dark." (See the ad below.)

Omaha heating, plumbing and cooling company Burton didn't have quite the sophisticated "mission control" brand team set up that Oreo did. But its third-quarter ad for its electrical services was just as timely when it ran on local CBS affiliate KMTV.

Here's the four-second ad, featuring a hapless 49ers-jersey-wearing homeowner attempting to fix his own power problem while shouting, "Burton! Heeelllllpppppp!"

Burton marketing director Julia Campbell said it was purely coincidental that the ad, which followed others for plumbing and heating services, aired when the Superdome was having its own power problem. She was trying to draw attention to the 24-year-old firm's new electrical department.

"We had one airing during each quarter, and had planned it thinking, going into the third quarter, right after people were watching the halftime show, it would be a large audience."

Super Bowl advertising isn't cheap, she said, "So they had to be quick and had to just get the point across of what we do."

She said the ads were designed to entertain and create "top of mind awareness" for Burton, all in four seconds.

"It's kind of hard to compete with Budweiser," she said, but the ads seemed to entertain people and today someone in sales at another local TV station asked her, "Did you plan that?"

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