HD-A3, HD-A30 and HD-A35 players. The plug is said to be a part of its revised strategy to "reinvigorate HD DVD," and oddly enough, it won't be running its ad up against that other format. Apparently, the BDA decided not to buy discounted airtime for a commercial after realizing that it couldn't complete a "Super Bowl-caliber ad" in time, but it seems as if the Blu camp isn't worried about a thing. Andy Parsons, SVP of industrial solutions business research group for Pioneer and BDA loudmouth, noted that he "admired [Toshiba's] chutzpah," but continued by saying that "running a Super Bowl ad is not likely to convince consumers that HD DVD will win the format war." Go on Andy, tell us how you really feel.