Jeep won the Super Bowl by only using a third of the screen.

By now, you’ve seen the Super Bowl commercials. While the commercials were entertaining this year, the “we don’t make Jeep®. you do” ad grabbed my attention the most. The spot came across really fresh and inspiring despite the nostalgic undertones. Sure I’ll admit I do own a Jeep, however, what I found to be so fascinating about this spot was that I couldn’t help but think that the ad was crafted for mobile devices. Sean Reynolds, global creative director of iris Worldwide says “we thought about how wouldn’t it be interesting to build a spot so it worked really beautifully in portrait mode on a tablet or a mobile.”

Why is this so important? We’ll according to Wired, more people are watching ads on mobile devices, while TV will account for 37.3 percent of ad dollars spent this year, mobile will account for 21.6 percent. And according to digiday mobile spend is speeding up, while television’s is slowing down.

With the continuing rise of mobile ad spending, I fully expect to see more traditional broadcast ads produced with mobile devices in mind and more “Jeep Waves” in the coming months.