YouTube had aready worked live footage from the 2017 World Series into a commercial for its live TV service -- a bid to steal customers from cable and satellite TV providers -- but it escalates the tactic here.

This spot, which aired between the coin toss and kickoff of Super Bowll LII, ran as a splitscreen with live footage of the final moments before gameplay. It's an oblique nod to the growing impossibility of getting people to watch commercial interruptions.

BRAND: Super Bowl

YEAR: 2018

AGENCY: Hook

SUPERBOWL: LII

QUARTER AIRED: pre-kickoff