It seems like what was once a daring media strategy - to release your Super Bowl ad before the Super Bowl actually airs - has become the new normal.
So I've seen most of this year's ads already.
It's a good crop - big spectacle, big emotion.
And I don't think it's a coincidence that many of the best ones show death, destruction and negativity.
For example, in this great ad - I won't reveal the brand name, because spoilers - catastrophe strikes the entire planet.
This year's Budweiser 'dog and horse' epic - albeit not as good as last year's - contains a scene in which the pup is menaced by a drooling wolf.
In the GrubHub ad, a flying burrito smacks people in the face. Fairly comical, but also undeniably violent.
Even in the Bud Light ad - which basically consists of a guy whooping and hollering like he's just won a car in a game show - there is a moment where he (metaphorically) dies.
I've written before about the power of negative thinking, so I don't want to repeat myself.
Suffice to say that judicious use of negativity helps give a brand depth and relatability, as well as providing a great springboard for engaging creative.
In other words, it's the difference between this...