Luckie's White says Super Bowl ads reflect user-generated trends

Tonight's Super Bowl isn't just a clash between the Chicago Bears and the Indianapolis Colts. It's also a battle among advertising's top creative minds, vying for the attention of consumers who are constantly pulled in different directions.

The Super Bowl is one of a few events that is a shared experience for people around the world, says Brad White of Luckie & Co.

As such, advertising during the big game has become an event in itself, and the buzz isn't limited to the commercials. Advertisers have built Web sites around their spots, aiming for a lasting impression.