Did you watch the Superbowl this weekend? Whether you watched it for the game or the commercials, viewers on the East Coast may have seen an ad for Alexandria, Va.-based heating and plumbing company, Michael & Sons. How did this local contracting company make an ad that aired on one of the biggest advertising days of the year and get Mike Tyson to be in it?

Washington Post staff writer Aaron Gregg goes behind-the-scenes of how this small contract company nabbed a prime time spot during the Super Bowl with one big endorsement.

The 30-second television ad, appearing just before halftime in this year’s Super Bowl in a few East Coast states, is part of a multi-year campaign by Washington area plumbing and heating company Michael and Son Services to generate media attention without paying for a national ad. Ads that run regionally can be significantly cheaper than the national ones.

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