The quick--and the retweeted

When the lights went out during the Third Quarter of the Superbowl, many people got flustered--but many other PR and ad people got busy.

Instead of wringing hands over the fate of their spendy ads, they spat out some tweets that caught attention almost immediately.

"Power out?" Oreo tweeted. "No problem. You can still dunk in the dark."

They were prepared--all the personnel were in a war room and could hop on this in a hot one.

Tide and VW also posted funny messages.

I liked Tide's: "We can't get your blackout--but we can get your stains out."

VW doubled down on its current theme: "Low power during big game...Don't worry. Be happy."

They knew how the game was played, with or without lights.