How the Marines Hacked the Super Bowl Ads

Advertisers paid more than $5 million for 30-second Super Bowl commercial slots in 2019. But the Marine Corps found a way to do it at a fraction of the cost, while reaching only the younger audience they were targeting.

According to conversations with Marine Corps officials supported by FOIA requests, the Marines spent just under $1 million on seven 30-second Super Bowl LIII commercials on game day, including two during the game itself.

Advertisers paid more than $5 million for 30-second Super Bowl commercial slots in 2019. But the Marine Corps found a way to do it at a fraction of the cost, while reaching only the younger audience they were targeting. According to conversations with Marine Corps officials supported by FOIA requests, the Marines spent just under $1 million on seven 30-second Super Bowl LIII commercials on game day, including two during the game itself.