Whether it meant to or not, The Verge has done an end run with its Super Bowl commercial. On Tuesday, the tech-focused news platform posted a video with the title "Super Bowl ad" on its website, then quickly took it down – but not before it was reposted, creating social media buzz. Its owner, Vox Media, confirmed the ad would run during the Super Bowl, leading to questions such as, "Why is a news company spending $4.5 million on a 30-second ad?"
Jonathan Hunt, Vox marketing vice president, later clarified that it was only running during the Super Bowl in the town of Helena, Montana, and had cost a grand total of $700 to air.
This article originally appeared on campaignlive.co.uk.