Apple: We'll Take Glee Over the Super Bowl, Thanks

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As I was watching Glee after the Super Bowl (ahem), I noticed that during the show's first commercial break, Apple aired a characteristically slick iPad commercial. They aired no ads during the Super Bowl.

For me, it highlighted that the biggest tech players mostly kept themselves out of The Big Game. Sure, Sony ran an Android gaming ad and Motorola had a strange ad for the XOOM tablet, but there was no hotly anticipated Google ad. No Apple ad (though Verizon did tout the iPhone). Intel, Microsoft, Amazon, eBay, and Nokia all sat it out, too.

About the only interesting tech advertising story was the battle between Groupon and Living Social to outweird each other. Both succeeded, although Groupon's Christopher Guest-directed parodies caused more of an uproar. (Pro tip: never point out the hypocrisies of the American consumer. We *hate* that.)

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Alexis C. Madrigal

Alexis Madrigal is the deputy editor of TheAtlantic.com, where he also oversees the Technology Channel. He's the author of Powering the Dream: The History and Promise of Green Technology. More

The New York Observer has called Madrigal "for all intents and purposes, the perfect modern reporter." He co-founded Longshot magazine, a high-speed media experiment that garnered attention from The New York Times, The Wall Street Journal, and the BBC. While at Wired.com, he built Wired Science into one of the most popular blogs in the world. The site was nominated for best magazine blog by the MPA and best science Web site in the 2009 Webby Awards. He also co-founded Haiti ReWired, a groundbreaking community dedicated to the discussion of technology, infrastructure, and the future of Haiti.

He's spoken at Stanford, CalTech, Berkeley, SXSW, E3, and the National Renewable Energy Laboratory, and his writing was anthologized in Best Technology Writing 2010 (Yale University Press).

Madrigal is a visiting scholar at the University of California at Berkeley's Office for the History of Science and Technology. Born in Mexico City, he grew up in the exurbs north of Portland, Oregon, and now lives in Oakland.

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