Why say something when you can say nothing?
In the typical newspaper run-up to the Super Bowl, the New York Times starts running articles teasing the upcoming advertisers and spots. (Sure, it's news, if you don't think about it too hard. Or at all.)
“If you want to go on the Super Bowl, with that large audience, you better have something to say,” said Mark Chmiel, chief marketing officer at Denny’s in Spartanburg, S.C.