Hulu AdZone Kicks Off

With the playoff games behind us, Super Bowl XLVI is just around the corner, and we know it is time to get serious. After all, the days surrounding the big game are the one time we all go out of our way to watch — and talk about — commercials. That’s why we’re kicking off the Hulu AdZone, presented by Toyota. AdZone offers you easy access to all of the Super Bowl ads available on Hulu today, from iconic ads from as early as 1973 to preview ads from 2012 (like VW’s Bark Side). Browse through ads from 2008 to 2011, and new this year, Hulu has partnered with Advertising Age to highlight celebrity cameos as well as their expert picks for the most iconic Super Bowl ads of all time, including Apple’s groundbreaking “1984.” And don’t forget to come back on game day, February 5, to watch all of this year’s ads in real time, share them with your friends, and vote for your favorites. We’ll announce our users’ pick for the best ad of 2012 on Monday, February 6.

In the meantime, we’ve pulled together some of our favorite ads since Hulu’s first Super Bowl game and sorted them into themes for easy viewing. Here they are:

The Great (Editor’s Picks)
Among the flash-bang-whizz of Super Bowl ads, there are always a select few ads that rise above the noise with elegance, simplicity, clarity and humor. And yes, I’m plugging Hulu’s very own offering from 2009, or last year’s Skechers ad starring Kim Kardashian. I may have tagged it as a “miss” at the time, but a year later, I can still recall every second of Kim Kardashian. Looks like she was quite effective after all.

Big Laughs
Suprising, shocking, crass and clever — these are the LOLs of the Super Bowl.

Over the Top
Super Bowl commercials often dazzle, delight and entertain, but sometimes they just make you wonder if someone laced your Heineken with PCP. From SoBe’s incredibly cluttered lizard ads to GoDaddy’s constant attempts to trick you into thinking you’re about to see some skin, these ads leave us scratching our heads no matter how many times we watch them.

Babies and Animals
After years of practice, advertisers have learned the way to our collective hearts: babies and animals. Man’s best friend has been used to sell everything from cars to Gatorade, and we say “awwww” every time. While I’m no fan of E*Trade’s talking baby (if we really loved babies who speak in adult voices, we’d flock to the theaters to see “Look Who’s Talking 12,” and “Baby Bob” would still be on the air), you can’t deny that viewers have come to look forward to the snide little whipper-snapper who trades stocks like an ace.

Made by Fans
Since Doritos introduced their Crash the Super Bowl contest, ads made by fans have consistently made viewers’ favorite lists. In recent years, Pepsi has jumped in on the act, as well. The popularity of these fan-produced ads proves you don’t need to spend millions to create an effective ad.

Enjoy the AdZone on Hulu beginning today, share your favorite ads with your friends, and get ready to vote in real time for your favorite ads of Super Bowl XLVI on Sunday, February 5 (official kickoff time: 6:25 p.m. EST).


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  • No symbols such as registered marks, copyrights, etc.
  • If symbols are required, they will be presented in standard text such as" Brand (TM)".

Stress mark should be marked with [capitals] to indicate the primary stressed syllable, as in: news・pa・per [NOOZ-pey-per] in・for・ma・tion [in-fer-MEY-shuhn]

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

If the tagline/date messaging doesn’t fit within the 11 syllables max, it can be included as text.

On living room, mobile, and tablet devices, the color gradient overlay is dynamic and will change based on the cover story art. It is not something we can control on our end.

Q: When is letterboxing allowed and not allowed?

A: When the native aspect ratio is 1.78:1 or 1.33:1 throughout the entire program, there should not be any letterboxing (black bars on top and bottom), nor should there be any pillarboxing (black bars on either side). We should should see an active picture take up the full frame. If the aspect ratio is wider than 1.78:1, such as 2.35:1, matting on the top and bottom is permissible. Additionally, if there is a creative choice to add matting or if there is a mix of native aspect ratios, this is usually waived, but please reach out to your Hulu representative to confirm.

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Q: Should the bitrate be constant if delivering ProRes codec?
A: No, since ProRes codec is built to be variable, this is waived.

Q: Can you accept bitrate higher than 30 Mbps?
A: Yes, we can accept bitrate beyond the recommended range for H.264 and ProRes. In the case of ProRes, bitrate will often exceed 30 Mbps due to its variable setting.

Q: What does native frame rate mean?

A: Native frame rate refers to the frame rate the source footage was shot. Whenever possible, we require all videos to be delivered in their native frame rate. This means that no frame rate conversion should be performed, which includes adding 3:2 pulldown for broadcast.

Q: Why do you ask for progressive?

A: The Hulu player, unlike traditional broadcast, does not play back interlace scan, so we require that all videos be delivered with their scan type set to progressive. If your video is natively interlaced, you must de-interlace it to progressive and you must employ a de-interlace filter that does not result in blending or ghosting artifacts. We recommend an auto-adaptive de-interlace if available.

Q: Why do you prefer PCM codec?

A: PCM codec is lossless audio quality, so whenever possible, please deliver PCM audio.

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