Watch The Ads Here

And the winner was . . .

Post a comment and tell us which ad you believe was the best . . . and why!

And the worst as was . . .

Post a comment and tell us which ad you thought was the wort one--and why!

What the critics said as they happened

Is a Super Bowl Ad Really Worth the Cost? - Entrepreneur.com - MSNBC.com

Is a Super Bowl Ad Really Worth the Cost? - Entrepreneur.com - MSNBC.com: "Is a Super Bowl Ad Really Worth the Cost?

One Super Bowl ad runs $2.6 million. Is it a good investment? What else might an advertiser do with that kind of cash? Do the people’s favorite ads even get the best results?"

Katie Crabb Wins Chevy Super Bowl College Ad Challenge - Auto News - Truck Trend

Katie Crabb Wins Chevy Super Bowl College Ad Challenge - Auto News - Truck Trend:

"During Super Bowl XLI, Chevrolet debuted the winning ad from the Chevy Super Bowl College Ad Challenge on network television. The ad was the original concept of Katelyn (Katie) Crabb of North Prairie, WI. Chevy was the first to announce their competition last fall for a consumer-generated ad for the Super Bowl. The competition focused on college students and asked that their ad concept focus on one of Chevy’s cars and crossovers targeted to the youth market, the Aveo, Cobalt, HHR, or Equinox. The winning ad concept was selected after students from across the country submitted their ideas to Chevrolet last fall."

iMedia Connection: Super Bowl TV Ads Use Paid Search

iMedia Connection: Super Bowl TV Ads Use Paid Search: "Reprise Media released their annual Search Marketing Scorecard with interesting results in paid search advertising.

Along with listing its advertising touchdowns (GoDaddy.com, Snickers, Blockbuster) and fumbles (Doritos, T-Mobile, Ford F-450) on game day, they noted that 58 percent of television advertisers backed their campaigns with paid search placements against their brand name.

While Reprise noted the 16 percent increase from last year they also noted that 70 percent of sites which purchased terms had no clear association on their landing sites with their Super Bowl campaigns. Concurrently, while most Super Bowl ads included their URL in their commercials, 90 percent failed to issue a call to action to ask users to visit their site.

Clearly, advertisers note the significance of pulling traffic to their sites from their commercials but failed to communicate with visitors once they got online. Only 31 percent of advertisers integrated content with their Super Bowl commercial and a mere 47 percent provided an online copy.
'Super Bowl advertising has always been about "

Courier News Online - Blockbuster's cartoon rodents win advertising bowl

Courier News Online - Blockbuster's cartoon rodents win advertising bowl:

"RARITAN TOWNSHIP -- Hours after Peyton Manning hoisted the Vince Lombardi trophy to signal the Indianapolis Colts' Super Bowl victory Sunday over the Chicago Bears, another winner was crowned early Monday morning.
But this achievement was signified by an animated guinea pig lifting a mouse by its tail.

Blockbuster's computer-generated mascots -- Carl the rabbit and Ray the guinea pig -- won over a panel of advertising experts and a sample of more than 600 TV viewers for Super Bowl XLI's best commercial, according to a Raritan Township marketing and research firm in charge of the study.

HCD Research, which works primarily with pharmaceutical companies but is extending its reach to study all types of communications, funded the two-phase poll."

Courier News Online - Blockbuster's cartoon rodents win advertising bowl

Courier News Online - Blockbuster's cartoon rodents win advertising bowl:

"RARITAN TOWNSHIP -- Hours after Peyton Manning hoisted the Vince Lombardi trophy to signal the Indianapolis Colts' Super Bowl victory Sunday over the Chicago Bears, another winner was crowned early Monday morning.
But this achievement was signified by an animated guinea pig lifting a mouse by its tail.

Blockbuster's computer-generated mascots -- Carl the rabbit and Ray the guinea pig -- won over a panel of advertising experts and a sample of more than 600 TV viewers for Super Bowl XLI's best commercial, according to a Raritan Township marketing and research firm in charge of the study.

HCD Research, which works primarily with pharmaceutical companies but is extending its reach to study all types of communications, funded the two-phase poll."

Campbell-Ewald Offers Advertising Jobs to Winning Team of Chevy Super Bowl College Ad Challenge: Financial News - Yahoo! Finance

Campbell-Ewald Offers Advertising Jobs to Winning Team of Chevy Super Bowl College Ad Challenge: Financial News - Yahoo! Finance:

"DETROIT, Feb. 5 /PRNewswire/ -- Campbell-Ewald Vice Chairman, Chief Creative Officer Bill Ludwig announced today that the agency is offering employment to Katie Crabb of the University of Wisconsin, the winning team of the Chevy Super Bowl College Ad Challenge, a nationwide contest for college students to develop a concept focusing on the Chevrolet car brand for a Super Bowl spot. 'Car Wash,' the winning concept, was produced by Campbell-Ewald, Chevrolet's advertising and marketing agency.

The Chevy Super Bowl College Ad Challenge gave the winning team a once-in- a-lifetime opportunity to see their big idea for a Super Bowl commercial brought to life and aired for an estimated viewing audience of 90 million during the big game on February 4, 2007. Chevrolet was eager to engage college students in thinking about its exciting car line."

Streamingmedia.com: Super Bowl Advertising 2.0

Streamingmedia.com: Super Bowl Advertising 2.0: "You'd think that advertisers paying big bucks for Super Bowl commercials would get the most for their money by exploiting online or mobile video tie-ins, but that wasn't always the case. Here are the top five big winners—and a few losers—in cross-platform advertising's big game."

The Oakland Press: Local News

The Oakland Press: Local News: "Some people watched the Super Bowl to see the match between the Bears and Colts, and others, such as Melissa Maki and a slew of advertising and marketing professors, kept their eyes glued to the screen to see the commercials.

'Super Bowl ads are the biggest ad game in town each year. Many of us may watch the ads and fastforward through the game,' said Michael Bernacchi, marketing professor at University of Detroit Mercy.

Oakland University Communications Assistant Professor Valerie Palmer-Mehta pointed out, 'Advertisers are spending approximately $2.6 million for 30-second commercial spots this year' that go out to 90.7 million people. That's up from $2.5 million last year. Some people watched the Super Bowl to see the match between the Bears and Colts, and others, such as Melissa Maki and a slew of advertising and marketing professors, kept their eyes glued to the screen to see the commercials.

'Super Bowl ads are the biggest ad game in town each year. Many of us may watch the ads and fastforward through the game,' said Michael Bernacchi, marketing professor at University of Detroit Mercy.

Advertising Lessons from the Super Bowl

Advertising Lessons from the Super Bowl: "No doubt the Indianapolis Colts are planning to use their experiences next year to repeat as champions and the Chicago Bears—though still smarting—are already applying lessons from this year's pain to next year's plan.

Win or lose, the Super Bowl is a learning experience—not only for the teams that play in it but for every student of the game. It's the grandest stage and the biggest day of the year for football. But it's advertising's biggest day as well, and just like football fans, advertisers large and small can learn from the triumphs and tragedies of those who have taken the field. "

Marin group blasts Bud's Super Bowl ad blitz for luring teens

The Marin Institute says a major beer company is using Sunday's Super Bowl as a way to ensnare teens in a life of alcohol dependence wrapped in promises of sexual conquest.
The San Rafael-based alcohol industry watchdog said Anheuser-Busch is "using the Super Bowl to aggressively target young viewers in defiance of beer industry standards that limit beer advertising to programs with at least 70 percent adults."

Institute Executive Director Bruce Livingston asserted, "We're outraged that Anheuser-Busch continues as the principal advertiser for a program that attracts the largest youth audience of any TV program of the entire year."

The Budweiser beer giant fired back:

"Just like a Super Bowl party side dish that's hard to swallow, the Marin Institute is serving up its annual erroneous claims about our advertising during the big game."

Pros compete in Super Bowl, but amateurs create ad spots

Some big-time companies are forking over as much as $2.6 million for a 30-second ad spot during CBS' Super Bowl XLI telecast today. It's a figure that blows the mind of Jared Cicon, who estimates he spent, oh, about $150 -- give or take a few bucks -- to produce a homemade commercial that just might pop up on your TV screen.

Cicon, 42, a wedding photographer from Claremont, is among five finalists in a contest -- the winner of which will be revealed during the game -- to create a Super Bowl ad for Doritos,. He wrote, directed and starred in "A Chip Lover's Dream," a commercial that features a rock climber in Joshua Tree National Park who desperately tries to stuff Doritos into his mouth as he plunges off a cliff.

"I didn't keep a detailed ledger of my costs," said Cicon. "But I know there was a tank of gas, the fee to get into the park, lunch from Jack in the Box and, of course, I bought five bags of Doritos."

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.

University of Wisconsin Student Wins Chevy Super Bowl College Ad Challenge :: PaddockTalk :: Two drivers, Two cars... Drop the flag...It's all good!

University of Wisconsin Student Wins Chevy Super Bowl College Ad Challenge :: PaddockTalk :: Two drivers, Two cars... Drop the flag...It's all good!: "During Super Bowl XLI, Chevrolet debuted the winning ad from the Chevy Super Bowl College Ad Challenge on network television. The ad was the original concept of Katelyn (Katie) Crabb of North Prairie, WI. Chevy was the first to announce their competition last fall for a consumer-generated ad for the Super Bowl. The competition focused on college students and asked that their ad concept focus on one of Chevy’s cars and crossovers targeted to the youth market, the Aveo, Cobalt, HHR, or Equinox. The winning ad concept was selected after students from across the country submitted their ideas to Chevrolet last fall.

“Chevy wanted to learn what resonates with the younger buyer, and this competition gave us an opportunity to do that. We were able to engage in creative dialogue with them about our brand and teach them about the real-world of advertising. The resulting ad is so much fun!” said Kim Kosak, Chevrolet General Director, Chevrolet Advertising and Sales Promotion.

“It was great to have this opportunity. I was so excited that I got to be on the set when the ad for the HHR was filmed – the car and the set were really cool,” said Katie Crabb – winner of the ad challenge. 'I really enjoyed it all - meeting the other finalists, learning about the production process from Chevy - from music selection to editing – it was all fascinating. And now to see the final ad on TV – it’s been an amazing experience,” she said. "

User-generated ads kick off at Super Bowl - Creative Bulletin - Creative news by Email - Brand Republic

User-generated ads kick off at Super Bowl - Creative Bulletin - Creative news by Email - Brand Republic: "This Sunday evening, the Chicago Bears line up against the Indianapolis Colts in the 41st Super Bowl, America's flagship sporting event. But for marketers, the main point of interest will not be what is happening on the field, but what goes on during the breaks.

With upwards of 90m people watching, the Super Bowl has for decades been America's biggest advertising showcase. It's the place where Apple launched its feted 1984 commercial and Budweiser introduced its talking frogs. But some of this year's ads have a difference. Three advertisers - Doritos, Chevrolet and the National Football League (NFL) - will be using their multimillion-dollar ad slots to run commercials created by consumers.

This is a growing trend in the US. In the past year, user-generated TV network Current TV has experimented with make-your-own-ad campaigns for brands including Sony, L'Oréal and American Express. Dove recently launched its own contest in the US for an ad to be shown during coverage of the Oscars. A company called ViTrue has even been set up to offer advertisers a platform to develop user-generated ad campaigns. "

The State | 02/03/2007 | Our ads, our selves: USC class tunes in

The State 02/03/2007 Our ads, our selves: USC class tunes in: "Ask Bonnie Drewniany who she thinks will win on Sunday, and she’ll tell you Bud Light.

It might be the Chicago Bears and Indianapolis Colts on the gridiron, but it’s the Super Bowl commercials that capture Drewniany’s attention.

With Bud Light buying 10 of the 50 gametime ads, Drewniany thinks Anheuser-Busch beverage is a lock for the best commercial.

She should know."

TV Week

TV Week: "CBS today said it sold out the advertising time in the Super Bowl, being played Sunday in Miami.

The last spots to sell were mostly in the fourth quarter, when viewership can vary depending on how close the score of the game is.

CBS was asking a record $2.6 million for a 30-second commercial. Some advertisers paid less, either because of long-standing deals for multiple spots or because they took spots in less desirable positions at the last minute.

Many advertisers also bought bundles of ads that included pre-game and post-game sponsorships, as well as other programs on CBS."

Democrat & Chronicle: Business

Democrat & Chronicle: Business: "Do you remember Jessica Simpson making a pitch for Pizza Hut during last year's Super Bowl? If you do, you're not alone.

More than half of all Rochester-area viewers remember the spot — the highest recall for any Super Bowl ad last year — according to a poll taken this week.

Roberts Communications, which conducted the poll, said the Simpson spot was ranked the least favorite in a survey taken immediately after last year's game.

'The one ad they hated, they remembered most,' said Bill Murtha, chief executive of Roberts Communications, adding that controversial or bad advertising may be effective with consumers.

An online survey developed by the Rochester advertising firm with the help of BRX Global Research Services found that the majority of people remember at least one Super Bowl ad from last year. "

Wired News: Super Bowl Marketers Plan End Run

Wired News: Super Bowl Marketers Plan End Run: "The success of this year's Super Bowl ads won't be measured by media research firms, but by web buzz.

For marketers, Super Bowl XLI presents a break from the advertising norm. The changing environment of the web -- with audience participation and the emergence of user-generated content as a creative force in particular -- has led companies of all sizes to turn to their users for help creating the ultimate product blitz.

Brands such as Snickers, Budweiser and Hewlett-Packard will be promoted by teaser-style cliffhanger ads during Sunday's match-up. Viewers wanting to see the conclusions will have to visit the brand's website."