After promoting its overall platform to Super Bowl viewers in 2009 ("Alec in Huluwood") and 2012 ("Huluboratory"), Hulu used the 2017 game to promote a specific series, its bleak but compelling adaptation of Margaret Atwood's 1985 dystopian novel "The Handmaid's Tale."

This time, Hulu wasn't the only streaming video platform in the game. Its ad was followed by the third-quarter Netflix big-game debut on behalf of its own original series, "Stranger Things."

On the other hand, Hulu lucked into a second showing for its spot when Super Bowl 51 produced the first big-game overtime ever.

BRAND: Hulu

YEAR: 2017

AGENCY: internal

SUPERBOWL: LI

QUARTER AIRED: Q2