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Oreo Twist: Cookie company goes black this year

Feb. 2, 2014 at 7:24 PM ET

Oreo, a social-media monster during 2013's big game, tweeted that it's spending Super Bowl XLVIII on the sidelines.
Uncredited / AP
Oreo, a social-media monster during 2013's big game, tweeted that it's spending Super Bowl XLVIII on the sidelines.

The Super Bowl's mammoth ad party is always as much about who plays as who sits. 

This year, Oreo -- a social-media monster during 2013's big game -- revealed early in the game via Twitter that the company opted not to take a bite out of the action. 

That was a surprising twist for the cookie company. 

Last year, when a Superdome blackout turned off the New Orleans lights and the on-field play for 34 minutes, Oreo cranked up its social media team, tweeting: “Power Out? No problem,” adding a dimly lit picture of one lonely cookie that carried the simple caption, “You can still dunk in the dark.” 

Fans ate it up, retweeting that creative crack more than 10,000 times. 

Auto insurance company Progressive, almost at the same time Sunday, revealed that Flo really isn't into the Broncos or the Seahawks. 

With the price tag for 30-second spots reaching $4 million for Sunday's broadcast, ad gurus expected some former Super Bowl commercial-players to ride the pine this year. 

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