Clever bit of advertiser legerdemain to enlist Matthew Broderick as a spokesman for a mystery product that will be unveiled during the Super Bowl XLVI telecast on Feb. 5.
The 10-second tease, released Thursday, shows Broderick opening the curtains of a very well-appointed suite to ask: "How can I handle work on a day like today?" The line, of course, is a slight revision of one of the most famous lines in movie history: "How can I possibly be expected to handle school on a day like this?"
But, no, no, noooo: Broderick is not reprising Ferris Bueller. He's teasing a product that will get fuller ad exposure during the game. What product? Obviously, everyone has a guess. Mine: Obviously a high-end car. The website, Jalopnik, in fact, is reporting this morning that it's a Honda.
The 10-second ad and, below that, some perspective (as if any is needed) on cars and how they are so essential to this classic: