Super bowl commercial?

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The Super Bowl has become utmost of commercialization and the 60 second spot is its minion. This year attempted to forget the hullabaloo of last year- with sexualization pressing the envelope a bit too far for decency's sake. So things were cooled down a bit. My favorite were the MasterCard spots. Cute and clean.
Then there was the Mac's Hardware commercial emphasizing their pallet shelving. Now how in the world does this get put on during the Super Bowl? It was dull. No quirky hooks or celebrities. Just plain. And all those pallet shelf shots.

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