Blockbuster, the iconic movie rental store that is inseparable from the pre-streaming era, is releasing its very own ad for the 57th Super Bowl.

And it’s being released exclusively to VHS.

Considering that the last ten years have not been exceedingly kind to the Blockbuster chain, and that a 30-second spot on the Super Bowl this year is $7 million, this actually makes a lot of sense. Since March 2019, there has been only one Blockbuster store on the face of the Earth, located in Bend, Oregon. This store stands as a symbol of indomitable will, and the lingering appreciation for an in-person shopping experience that lives deep inside each of our hearts. This year, that one store wants to celebrate its legacy with an ad titled “Until the Bitter End”, featuring the last Blockbuster continuing to survive and thrive in a post-apocalyptic world.

“Until the Bitter End” is by nature, a Super Bowl ad. It is being released on the day of the big game, alongside all of the other heavy hitters who have put millions behind their air time. The only exception is that Blockbuster’s ad will be exclusively featured in a watch party in the Bend location, open to the public. From there, anyone looking to watch the triumphant piece will be more than welcome to rent the tape from the store. The entire promotion channels the underdog niche tone that Blockbuster has established for itself, and wisely directs its marketing efforts through word of mouth and a unique premise. So now it stands to be seen; will the biggest Super Bowl ad of the year be something that never actually airs with the Super Bowl?