The average cost of a 30-second advertisement to air during Super Bowl XLVII was around $4 million. But among all of the Kate Uptown, GoDaddy (ugh), and Amy Poehler commercials, the real winner never aired on TV.

The following wry tweet sent out by the fine folks at Calvin Klein wins our pick for best Super Bowl ad via any medium. Using last night's blackout to their advantage, the clothing company swiftly tweeted this shot of a guy working out while sporting a pair of their signature underwear:

The following Calvin Klein ad also ran during the Super Bowl. However, we prefer the simplicity and bluntness of the former. Here it is: