[qeorge]

Or its because the advertisers want to get more than one use out of the ad?

The Super Bowl is not the only "big game". In fact its not usually even a particularly great game, and its never a rivalry. So saying "Big Game" instead of "Super Bowl" means they can use the ad again, and maybe even for another sport!

Or its a conspiracy theory. That works too.

[macbony]

The Super Bowl is the only "Big Game" they refer to in the ads. Sure there are other "big games", but these are Super Bowl ads pure and simple.

[qeorge]

You're saying there is no other event that Dorito's could possibly use an ad about "The Big Game" for? That's incorrect, and that's my point.

Why make an ad you can only use once, when you could easily tweak it and be able to reuse it? Like you said, its not like anyone won't know you mean the Super Bowl, when you're talking about the big game on Super Bowl weekend.

[DanBC]

Can you show me any ad, from any time, for any product, that refers to "the big game" meaning the superbowl and then, after tweaks, refers to some other big game?

[qeorge]

That's my point - no tweaks are even needed. Why can't I show this same ad, exactly like it is, before e.g., the UNC vs NCSU game?

I could! Unless I did something ill-advised, like saying "Super Bowl", which in fact does only refer to one game.

[cwyers]

But nobody does, is the point.