FORTUNE — Samsung’s official Superbowl ad — scheduled to air in the game’s fourth quarter — appeared on YouTube overnight. There are no swipes at Apple (AAPL) this time, but like the controversial teaser, the product pitch is so soft-pedaled you can hardly hear it.
The Verge estimates that the 120-second spot cost Samsung more than $15 million in air time alone.
According to Ad Week, viewers will be urged to weigh in on their favorite moments from the ad and win prizes using the hashtag #TheNextBigThing.
“The anticipation of Super Bowl ads creates a unique consumer experience,” Todd Pendleton, chief marketing officer of Samsung Mobile, told Ad Week. “‘The Next Big Thing’ campaign has allowed us the flexibility to tap into significant cultural moments and relevant conversations while showcasing our innovation.”