The year's best ads don't always show up during the Super Bowl
They'll start getting leaked in dibs and dabs in a month or so, highly anticipated and savored like fine wine. They'll be ranked and rated and dissected afterward, discussed on morning radio and critiqued on "Today".
Considering all the hype that surrounds the annual un-letting of Madison Avenue excess known as The Super Bowl Ad, it's amazing to realize that such :60 and :30 dispatches are going the way of the icebox, at least when critical eyes take a look at the rest of the year's best offerings.
USA Today's David Horovitz lists his top five commercials of 2013. Almost all are three minutes long, or longer. Almost all were designed for YouTube, meant to get buzz and go viral. You can see them via the link above, and read how the advertising world is changing beneath our very feet, not unlike everything else.
Here's his top choice, if you need an appetizer. It comes from Thailand. It's subtitled, but give it a chance. It, and the other four, are all pretty amazing.