The play before Matt Ryan was sacked and fumbled the ball to the Patriots, the Falcons had a 99.9% chance of winning according to pro-football-reference.com (based on the line, current score, and current field position). Numberfire.com had the Pats chances at 1.34% at that exact moment as well - the lowest during the entire game.
What switched the odds in the their favor? Clearly it was the commercial break that played between those two plays. More specifically it was the Switch ad that turned the tide: