About a week went by, and then came another release. This was purported to be the brand's actual SuperBowl commercial, in "extended cut" form, 85 seconds in all.
See if you can tell what one word went missing...
Nearly a minute-and-a-half of funny, sometimes hilarious banter between comedian T.J. Miller and a ShockTop tap handle, without a single mention of that brand's sole point of distinctiveness.
So here's the SuperBowl mystery: Will ShockTop spend $5 million to air an ad that simply entertains with a comedy-club bit. Or will they use that humor to get across ShockTop's distinctive unfiltered-beer claim?
Asked another way, will viewers just get some funny shtick, or an effective ad?
That's the mystery.
The answer comes tomorrow.
Enjoy the game.