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The Super Bowl each year gets most of the attention for the innovative commercials interspersed between the plays, but Sunday’s Academy Awards showed that - while the cost of commercial time is about half what it is for the Super Bowl - some advertisers see it as a place for which it makes sense to create some relevant and clever ads.

Three examples.

• Google used edited movie clips to demonstrate how its voice activated technology would’ve changed some classic scenes.

• Walmart highlighted people behind-the-scenes in the movie business as a way of promoting its fashion affordability.

• Stitch Fix did an excellent job in making its fashion curation business relevant to its shoppers.

This is all smart stuff, as advertisers realize that it makes sense to give viewers Eye-Openers whenever and wherever it make sense.

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