The Insurgent Super Bowl spot was a lot different to everything else that the big game spawned: rather than being a collection of clips cut together as a sizzle promo for the film, Summit instead released a trippy, beautifully memorable sequence that fitted together and told a story in itself.
It was a smart move: the film-makers are probably painfully aware that they already have a captive audience from the first film, and they really need to extend it for the sequel. That's exactly why they booked such an expensive slot to advertise when they could have simply targeted more traditional - and less costly - avenues: they need to score a big win with this trailer, selling not just Insurgent but also Divergent and converting big game viewers (and the secondary trailer watchers) into ticket buying potential fans.
But did they achieve it? If the trailers were judged purely on look and visual impact, Insurgent won hands down. The fever dream approach is far more memorable than recutting old footage, and it does make a compelling case for seeing the films even for non-engaged cinema-goers. And there's enough hints in there to really prick the interest...
15. She Is The One
It's all very Matrixy: notice the not at all accidental crucifix symbol as Tris falls to the ground.