Super Bowl ads: 'Pirates of the Caribbean'

The Supe has traditionally been a popular destination for  movie advertisers, and Disney will line up a big plug for "Pirates of the Caribbean: On Stranger Tides." Check out the tease . . . it won't take long . . . OK, done? Yup, that does look like Johnny Depp. Why do these ads run for a movie that won't be released until much, much later, in this case May? Simple: It builds brand awareness. The Super Bowl -- please repeat after me -- is not about selling stuff but Building Brand Awareness. Lesson over.