While advertisers were surely freaking out during the Super Bowl power outage about the impact the delay would have on their $4 million ad buys, their social media teams were scrambling to craft hilarious Twitter responses at a moment's notice.
Oreo got the most attention for its speedy response with original artwork of a cookie sitting under a spotlight with the text, "You can still dunk in the dark." It has been retweeted almost 15,000 times.
"We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity," agency 360i's president told BuzzFeed.
But the clever cookie wasn't the only one to come up with a quick response. Both advertisers in the Super Bowl (Tide, Cars.com, Hyundai, and Audi) and out (PBS, Walgreens, and more) responded to the situation almost immediately.
PBS poked fun at the game:
Walgreens went in for a double whammy:
Jim Beam also could have promoted different kinds of "blackouts":
Tide tied the blackout into its branding message:
Audi, another Super Bowl advertiser, tweeted its own dig:
It also retweeted someone else's mean comment about Mercedes:
Volkswagen re-promoted its Super Bowl ad:
The Seattle Police Department bashed the stadium:
Nike plugged Jacoby Jones' ability to run at "Lights Out Speed" in his shoes:
Cars.com wanted to keep on talking about its Super Bowl ad:
As did Hyundai. (Only five retweets ... rough):
The ONE Campaign tried to use the blackout for an opportunity for advocacy messaging:
SimCity thinks the game would have run more smoothly if it were in charge:
And, finally, here's Oreo's tweet that stole the show:
More From Business Insider