This is not 1984, and you, Snickers, are not Apple.
If there weren't so much money involved, the Super Bowl super-ad tradition might have faded away. But like much of advertising, the marketing discipline with the gaudy expenditures, it's all about the big bang. Everyone (save for Nationwide Insurance, which leaked its Kevin Federline video to the Internet) holds their ads close to the vest until halftime.
Perhaps if Snickers had followed Nationwide's lead and tested its ads, it would not ...