The 2007 Marketer's Sneak Preview Guide To SuperBowl Advertising

By: Rohit Bhargava
2007-02-02

As the days count closer and closer to the Super Bowl this weekend, the hype about the ads is reaching the typical fever pitch that it always does each year as every news media outlet turns it's lens to who's running what, and getting consumers ready to share their reactions on the ads for their instant "rave-o-meters" and polls about the best ads.

Lots of sites, including all the traditional news outlets, and (surprisingly) YouTube are just waiting for the ads and letting people vote on their favourites on the Monday after the game. That's been happening for several years now. Others are writing lots about the trend towards consumer generated ads at this Superbowl. That's definitely huge. But for any marketers who either work in, or follow advertising, the whole spectacle is fun to watch and knowing what is going to happen is necessary knowledge before we congregate with all our non-marketing industry friends to watch the big game and the big ads. To help you get ready, here's my first annual guide to everything you need to know about the marketing and advertising around the big game before it happens:

User-Generated SuperBowl Ads (that will air during the game):

NFL SuperAd Competition Winning Ad (pitch only)
Doritos - You Make it We Air It (five finalists)
Alka Seltzer Plop Plop Fizz Fizz Jingle Contest
Chevrolet Super Bowl College Ad Challenge

Sneak Previews of SuperBowl Ads (that will air during the game):

Nationwide - Kevin Federline
Banned Go Daddy Ad - "I own you"
Izod
Garmin "Maposaurus"
Pepsi Smash with Fergie
Budweiser Wassup Parrots
United Nations World Food Program with Reggie Bush
Making of Dale Earnhart Commercial from Anheiser Busch
LG Show Us Your Set (Part I)
Wild Hogs Movie Trailer
Meet the Robinsons Movie Trailer

Consumer Generated SuperBowl Ad Ideas (published online and some MIGHT air):

State of Kentucky -
Hot Super Bowl Date - Sponsored by Axe (via Adrants)
My Super Proposal Blog

Other SuperBowl Ads and Ideas (published online, will not air):

Technorati WTF
YouTube Channel of Dotcom SuperBowl Ads
Get out of Chicago Bears Shirt

You can also check out AdAge's Full List of SuperBowl Ad Buyers to get an idea of who you will see in the big game. There's lots of activity out there - and I may have missed lots of ads. If you know of some others that should be added to the list, let me know and I will add them.

View All Articles by Rohit Bhargava

Super Bowl-Related Web Sites Hacked
Super Bowl host sites can infect visitors with malware.
Robert McMillan, IDG News Service
Friday, February 02, 2007 12:00 PM PST


The Web sites of Dolphin Stadium and the Miami Dolphins team, host to Sunday's Super Bowl football game, have been hacked, and malicious code on those sites has been attempting to infect PCs for at least a week, security experts said today.

The breach on the stadium site was discovered by automated tools at Internet security firm Websense on January 26, but the engineers at the company were not alerted to the problem until this week, when Websense customers complained that they were unable to visit the site.

Websense published an alert on the hack today, after first notifying the Miami Dolphins, Hubbard said.

The www.dolphinsstadium.com and www.miamidolphins.com sites are affected by the attack, as are mirror copies of those sites, such as www.proplayerstadium.com. Security experts strongly advise Web surfers to avoid these sites until the compromise is contained.

The NFL's Superbowl.com Web site is not affected by the hack, Thompson said.

"If you go to the [Dolphin's] Super Bowl Web site with a Web browser that's not running the latest and greatest patches from Microsoft, you could get exploited," said Dan Hubbard, Websense's senior director of security and technology research.

Miami Dolphins spokesman George Torres said that the matter is being investigated.

The Indianapolis Colts face the Chicago Bears in the National Football League's championship game, one of the most anticipated sporting events of the year in the United States.

Malware Details
The Dolphins' sites serve up malicious JavaScript code that exploits two known Windows vulnerabilities, Hubbard said. It then attempts to connect with a second Web server that installs a Trojan horse downloader and a password stealing program on the victim's computer. The Trojan horse program lets the attackers install malicious software at a later date, he said.

The Web site that loads the malicious software is based in China, and was operating on and off on this morning, according to Roger Thompson, chief technology officer with Exploit Prevention Labs.

The Microsoft flaws that were exploited by hackers on the sites were both patched by October, but the breach is significant, Thompson said.

"It's a pretty big deal," he said via instant message. "A lot of people check out football stuff at work, and I bet lots of companies are not patched, even through October."

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Bears-Colts: A Thinking Fan's Super Bowl

Friday, February 2, 2007; Page C12


Ispent most of this week thinking about Super Bowl XLI (that's 41 in Roman numerals). I guess I'm not alone. About 140 million people will tune in to watch some part of the game, according to some estimates. Here's what I have been thinking about the big game.
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· Everyone is making a big deal about the quarterbacks. Sure, the Indianapolis Colts' Peyton Manning is much better than the Chicago Bears' Rex Grossman, but football is a team game. The team with the best quarterback does not always win.


· I love the helmets of both of this year's Super Bowl teams. The blue horseshoe on the Colts' white helmet is cool, and the Bears' red letter "C" on their dark helmet is a classic.


· There's another "big game" on Super Sunday -- the Super Bowl commercials. Because so many people watch, companies pay big bucks to advertise their products during the game. A 30-second commercial during the Super Bowl can cost as much as $2.6 million. If you don't like football, you can still have fun watching and rating the commercials.


· Speaking of TV ads, if Manning helps the Colts win the Super Bowl, he probably will be in twice as many next season. And he's already in a million commercials.


· February is Black History Month. Super Bowl XLI is making history because it is the first Super Bowl with black head coaches -- Tony Dungy of the Colts and Lovie Smith of the Bears. Dungy and Smith are both terrific coaches. Dungy has made winners out of the Tampa Bay Buccaneers and the Colts. Smith took over a losing Bears team and led them to the Super Bowl in just three seasons.


· By the way, Lovie is Smith's real name. He was born Lovie Lee Smith in the little town of Big Sandy, Texas. His folks thought they were having a girl and decided to name him after his great aunt, Lavana. I guess his mom and dad were not thinking that their baby boy would grow up to be a head football coach when they named him Lovie.


· They say that offense wins games, but defense wins championships. The Colts had the 21st-ranked defense in the 32-team National Football League. The Bears, led by linebacker Brian Urlacher, had the fifth-ranked defense. And the Colts defense was dead last against the run. My guess is that the Bears' big, bruising running backs, Thomas Jones and Cedric Benson, will run right through the weak Colts defense.


· Watch for Devin Hester, the Bears' exciting kick returner. He ran back three punts and two kickoffs for touchdowns during the regular season. He even ran back a missed field goal 108 yards for a TD. Hester's big-play ability might make the difference in a close game.


· Three of the last five Super Bowls have been decided by just three points. I think this one will be close, too. But I think the Bears will be able to move the ball against the Colts defense and keep the ball away from Peyton Manning.


· My prediction: Bears 31, Colts 27.


Fred Bowen writes KidsPost's sports opinion column and is an author of sports novels for kids.


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Running game 'key' for Colts win
By Matt Slater



Manning and Addai must combine to keep the Bears' rushers honest

Super Bowl XLI
Indianapolis v Chicago
Dolphins Stadium, Miami
Sunday, 4 Feb, 2325 GMT

NFL great Marcus Allen believes Sunday's Super Bowl will hinge on the Indianapolis Colts' ability to run the ball against the Chicago Bears.

The Colts come into the Miami showdown as favourites and are expected to rely on quarterback Peyton Manning to find a way through the Bears' feared defence.

But Allen told BBC Sport the Colts must keep a balance between pass and run.

"You should do what you do best - so the Colts will throw the ball a lot. But they must establish the run first."

The Hall of Fame running back, who starred in the Los Angeles Raiders' Super Bowl win over the Washington Redskins 23 years ago, is backing the Colts' high-octane offence to deliver victory but only if the AFC champions keep the Bears' rearguard guessing.
You have to have balance - all coaches strive for that
Marcus Allen

"The running game will play a major role for both teams," said Allen, who was in Miami for the launch of Super Bowl: The Opus XL, a collector's item book that weighs in at 88lbs and costs $40,000.

"Everybody talks about Manning but the Colts have been running the ball a lot more lately, and play action (where the quarterback dummies the ball to the running back but drops back to pass) is critical to what they do.

"What you don't want to do is be rendered one-dimensional. If a team like the Bears can take away the run, they'll just put guys at the line of scrimmage and rush you all day long. You don't want that.

"You have to have balance. All coaches strive for that, and (Colts coach) Tony Dungy and (Bears coach) Lovie Smith will be no different on Sunday."

While Dungy will be hoping for his future Hall of Fame quarterback Manning to finally win a Super Bowl ring after nine spectacular but ultimately frustrating seasons, Smith will be praying his erratic quarterback Rex Grossman can maintain the solid form he has shown through the play-offs so far.

Allen's Super Bowl heroics in 1984 were the highlight of great career

Some pundits in the US have labelled the Bears' play-caller as the worst quarterback to reach the NFL's championship game but Grossman's displays have been greatly improved during the play-offs and Allen believes he may surprise a few people in Miami.

"The Chicago Bears have clearly relied on the run of late and their two guys Thomas Jones and Cedric Benson have gotten better and better as the season has progressed," said Allen, who rushed for 191 yards and two touchdowns on his day on gridiron's biggest stage.

"This has helped Grossman play a more efficient game.

"What will be interesting to see on Sunday is how loose and free he plays. You can't think about the bad things that can happen to the point that it paralyses you.

"My coach at the (Los Angeles) Raiders never told me 'don't', he just said 'make sure'. Rex needs to think like that. He needs to play free."

Getting the ball safely into the hands of Jones will be one of Grossman's primary tasks and Allen, who rushed for over 12,000 yards during a glittering career with the Raiders and Kansas City Chiefs, has been impressed by what he has seen of the 28-year-old running back.

"He has great balance and vision. And he has that patience you just can't teach. All the great runners have that," said Allen, the first player to gain more than 10,000 yards rushing and 5,000 yards receiving in NFL history.

Jones will need to have a big day, though, as the Colts have superb options in their backfield too - the dependable Dominic Rhodes and exciting rookie Joseph Addai.

Superbowl XLI Colts v. Bears… That really has a ring to it!
By Brent Radtke
Dawgnet Assistant Sports Editor
Monday, January 29, 2007, 00:10 EST
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Sports
Men’s basketball to play Southern Illinois in BracketBuster
ESPN announced the pairings for the fifth annual O’Reilly ESPNU BracketBusters event on Feb. 16-17. Butler has been paired with the Missouri Valley’s Southern Illinois University. The Bulldogs have also been chosen to be one of the 13 televised games. There are 102 teams participating in this year’s BracketBuster.
Butler continues winning ways
The Bulldogs went into a hostile environment Saturday in Detroit and came out with a big Horizon League Conference win against the Detroit Mercy Titans. The first half saw Butler sprint to an early lead behind nine three point baskets in the first half. The Bulldogs took a seemingly comfortable 14 point lead into halftime but the Titans never gave up.
Women's basketball splits games against conference foes
Butler let an early lead slip away Thursday losing 81-64 to UW-Green Bay, but bounced back strong Saturday to defeat UW-Milwaukee 81-74.
Overall, Gardner give strong performances for Butler track
Butler’s Track and Field team competed at the Gladstein Invitational hosted by Indiana University on Friday and Saturday. Senior Scott Overall and junior Genni Gardner both finished the meet with outstanding performances.

Sports Section
Unless you live under a rock, and by that I mean something along the lines of Mount Everest, you’re probably aware that the Colts are headed to Superbowl XLI. What makes the game even more intriguing on campus is the matchup, which pairs one of league’s best offenses against arguably the nation’s top defensive team, the Chicago Bears.

Pursuing that rock analogy, most Butler students also know a thing or two about the Bears: all things considered, it always seems like over half of the campus is from “the region.” Although many analysts are favoring the Colts this coming Sunday, let it not be forgotten that once the playoffs began Indianapolis wasn’t expected to make it this far. So, what exactly happened that led the Colts to the Superbowl?

The answer is simple: staunch defensive performances from the 32nd (last) ranked team in the NFL against the run during the regular season. Including a 35 yard run by New England’s Corey Dillon last weekend, the Colts defense gave up only 93 rushing yards throughout the game in a 38-34 victory. With the return of safety Bob Sanders, the Indianapolis secondary has improved significantly, especially in run coverage. This is essentially the very same defense from last year’s team, which played very well during the 2005 regular season but has struggled all year long. Historically, the Colts offense has had to bail out the defense in close games, but this year the script has been flipped.

It shouldn’t go unmentioned that the Colts also signed a previous archrival and pretty much the most clutch kicker in NFL history this offseason. Former New England Patriot Adam Vinatieri has been absolutely perfect during the playoffs this year, making all of his field goal attempts including a record tying five against the Baltimore Ravens two weeks ago. With the defense playing as well as it has been and important role players stepping up when they’re needed, it seems as though this year’s team peaked at just the right time.

This is an intriguing matchup and should be a game for the ages. Although it would be difficult to trump last week’s barnburner against New England, it’s always a lot more fun to see a hard-fought match than a blowout. Best luck to the Chicago Bears and the Indianapolis Colts this Sunday, and all should hope that this is a game that you’ll be telling your grandchildren about… it doesn’t get any better than this in Indianapolis.

Superbowl Trailers Aren't What They Used to Be

Posted Jan 30th 2007 10:32AM by Erik Davis
Filed under: Disney, Lionsgate Films, Fandom, Newsstand, Home Entertainment, Movie Marketing

This Sunday, most of us will be watching the Superbowl. Out of those folks, at least half (myself included) will be watching solely for the commercials ... and maybe for a tiny bit of actual football. Let's face it, the Superbowl commercials have grown in popularity over the years, to a point where they're more appealing than the actual game. Crazy. While the Coke and Pepsi commercials are great and all, when I was growing up it was all about the movie trailers -- or, more specifically, which summer blockbusters would unleash their first TV spots during the big game.

At $2.6 million for a 30-second spot, this year the major studios have decided to steer clear from promoting the big summer monsters, in exchange for those films that desperately need eyes from a mass audience. Those of you looking forward to catching a Pirates of the Caribbean: At Worlds End trailer will have to wait till a later date -- all Disney is giving us is a trailer for Wild Hogs and (most likely) Meet the Robinsons. Shrek the Third and Spider-Man 3 will also be absent from the big game, all you comic book geeks are getting is a TV spot for Ghost Rider ... and during the pre-game, no less. Other than that, Lionsgate will debut a trailer for the film Pride during the first quarter ... and that's it.

While we're only a few months away from one of the biggest summers ever, you'd think we'd get a little bit more than Wild Hogs, right? Back in the day, the studios always debuted the trailers for their big films during the Superbowl -- and that's why I watched -- but now with internet marketing so cheap and effective, it looks like those days are long gone. Sad, ain't it?

In case you're interested, here's a list of spots we'll be getting during this year's Superbowl.

The SuperBowl on your iPod
Posted by Jason D. O'Grady @ 7:03 am Categories: iPod, iTunes
icn_balloon_154x48
+1
3 votes Worthwhile?

SuperBowl XLI on iPodSuperBowl checklist:

1. Hot buffalo wings
2. Seven layer dip
3. Beer (plenty)
4. Block pool sheets
5. Team apparel
6. iPod?

The NFL announced Tuesday that for the first time ever, football fans will be able to download video highlights of the SuperBowl exclusively through Apple's iTunes Store.

Highlights from Sunday's game will be available for purchase online the following day in English or Spanish for US$1.99 and will be viewable in iTunes or on video-capable iPods. A 90-minute video of the NFL's coverage of the Super Bowl will also be sold for US$1.99.

The NFL began their partnership with Apple in September 2006 when they began selling NFL GameDay video highlights (US$20/season or US$2/episode) and a Follow Your Team subscriptions (US$25/season or US$2/episode) from the iTunes Store.

James Bassett's Superbowl Preview
By James Bassett - January 29 2007

The game between the Indianapolis Colts and the Chicago Bears at the Dolphins Stadium, Miami, on 4th February 2007 has been billed as the most lop-sided quarterback battle in Super Bowl history.
But while it’s true that the Colts are blessed with one of the NFL’s very best quarterbacks, and Chicago have the occasionally nerve-stricken Rex Grossman, there’s much more to the game than a duel between Indianapolis’ number 18 and Bears’ number 8.

Manning is, unquestionably, the more accomplished of the two: a future hall-of-famer appearing in his 13th playoff game. Grossman, meanwhile, is unfairly being touted as the worst quarterback in Super Bowl history, before the teams even take to the field.

While Manning is indisputably the better quarterback, Grossman, for all his inconsistencies, played a big part in the Bears team winning the NFC North at a canter and finishing the regular season 13-3. It’s also worth remembering that they were, at one point, 7-0 and being compared to the legendary 1985 Bears team.

But it’s true that the Bears are unlikely to rely on Grossman to secure them a first Super Bowl victory for twenty-two years. So, for Chicago to stand a chance, he is going to need to hand the ball off early and hope that the one-two punch of Cedric Benson and Thomas Jones that gashed the Saints for 183 yards in the NFC conference championship can get close to the 173 yard average that the Colts allowed against the run in the regular season (a league worst).

While the Indianapolis front seven have tightened up in the post-season, the undersized Dan Klecko, Raheem Brock and Anthony McFarland are likely to be relentlessly attacked by Chicago and will find it tough against the nasty, aggressive trio of Olin Kreutz, Roberto Garza and Ruben Brown.

Chicago will also hope to exploit the Colts’ susceptibility to long kick-off returns. Indianapolis have allowed an average of 24.3 yards from kick-offs and the Bears’ rookie return specialist Devin Hester, who returned kick-offs for 528 yards this season, will hope to cause them significant damage.

If Hester can provide Grossman with a short field, the quarterback will be under much less pressure to deliver, as the Bears’ Robbie Gould was the NFL’s top kicker in the regular season with 143 points. His incredible 49-yarder against Seattle in the first round of the playoffs proves that Grossman doesn’t necessarily have to get the ball to the end zone for Chicago to get points on the board.

For the Colts to win, meanwhile, they need to get wide receivers Marvin Harrison and Reggie Wayne into the game early and often. Harrison, in particular, disappeared for most of the first half against the Patriots, and his team will need him and Wayne to pull the kind of double-moves at which they excel.

Chicago cornerbacks Charles Tillman and Nathan Vasher usually manage to hold their own against their opposition’s wideout corps, but Harrison and Wayne have exquisite timing with Manning and will prove a difficult test.

To add to the Bears’ problems, Indianapolis tight end Dallas Clark has been hugely impressive in the playoffs, with a team-best 17 receptions and a 16.5 yard receiving average, while tailbacks Joseph Addai and Dominic Rhodes continue to make big plays. Addai, especially, will be crucial to the Colts, having become the first rookie in NFL history to rush for at least 1,000 yards without starting a game. If he can help the Colts establish a running game, Manning will exploit it with play-action passes.

And, if the Colts can force Chicago to switch from their staple Tampa 2 to Cover 2 by pass-blocking well, Dallas Clark will have the opportunity to find the seams with Chicago especially vulnerable to tight ends without injured safety Mike Brown.

The Colts have, too, the NFL’s greatest clutch kicker to rely on. Adam Vinatieri has the most field goals in playoff history and is perfect so far in the post-season. While he’s yet to attempt a game-winning kick for the Colts, he’s unlikely to fail, should he get the opportunity.

And then there’s Manning. Of course, he has had post-season problems of his own in recent years, but, right now, he is smarter than ever, using a hurry-up, no-huddle offence to bewilder and tire defences and enable Indianapolis to exert their will over even the league’s toughest defences. They hammered the muscular Chiefs for 188 yards rushing and dominated against the Ravens, running 11 of their final 12 plays on the ground and eating up over seven minutes of game time on their way to victory.

With the duel between the two quarterbacks undeniably one-sided, the key battle is likely to be between Manning and Chicago’s middle linebacker, Brian Urlacher. Urlacher will be tasked with deciphering which of Manning’s audibles are authentic, while Manning must attempt to keep Urlacher off balance near the line of scrimmage.

With little, if anything, expected out of Grossman in this match, the pressure is on Peyton Manning to deliver. Currently believed to be the NFL’s best ever regular season quarterback, Indianapolis’ number 18 is certain not to miss this chance to rewrite his legacy with a precious Super Bowl victory.

Score: Colts 27, Bears 20.

Superbowl Snacks


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For more information on The Kitchen Shoppe and the classes offered, head to their website.


Pepperoni Puffs



1 (10 ¾ oz) can condensed cream of chicken soup

¼ cup melted vegetable shortening

3 cups biscuit mix

¾ cup chopped pepperoni

2 T. finely chopped green onions

½ t. caraway seed



1. Preheat oven to 400 degrees.

2. In a bowl, combine soup and shortening; stir in biscuit mix; mix well. Fold in pepperoni, onions and caraway seed.

3. Drop by rounded tablespoons onto ungreased baking sheets. 4. Bake 15 minutes or until puffed and golden.





Warm Corn Dip



2 T. butter

¼ cup small dice onion

2 T. garlic-minced

3 cups corn

1 cup roasted poblano peppers, chopped

½ cup roasted red peppers, chopped

¼ cup green onions, finely chopped

4 oz. cheddar cheese, shredded

4 oz. Monterey Jack cheese, shredded

¾ cup sour cream

¾ cup mayonnaise

Seasoned salt

Salt and cayenne pepper to taste



1. Preheat oven to 375 degrees.

2. In a 10inch sauté pan set over a medium high heat, add the butter.
3. Once the butter is melted, add the onions and sauté for 3 to 4 minutes.
4. Add the jalapenos and the garlic and sauté for 2 more minutes.
5. Add the corn and sauté for 5 to 6 minutes.

6. Remove the corn, jalapenos, garlic and onion mixture to a mixing bowl.
7. Add the remaining ingredients to the mixing bowl and blend well. Season to taste with seasoning salt.

8. Place the dip in a greased casserole dish, and bake in the oven for 20 minutes or until the dip begins to bubble. Serve with chips.





Super Bowl Texas-Style Chili



2 lbs. steak

1 lb. stewed tomatoes

1 lb. whole tomatoes

½ lb. tomato sauce

1 cup water or beer

¼ cup chili seasoning

1 large red onion-chopped coarsely

2 garlic cloves-minced

2-6 fresh jalapenos, seeded and minced

2-6 dried arbole or Serrano peppers, whole

3 Anaheim or California chilis, chopped coarse

1 bell pepper, red or green, chopped

2 T. brown sugar

1 t. salt

2 t. black pepper

4 T. masa flour

2 cups cooked pinto beans



1. Trim the meat of all visible fat. If there is a large strip of fat on one side of the meat, save it whole. Cut meat in to ¼ inch cubes and brown it in a frying pan.

2. In a large pot, place tomatoes, tomato sauce and water or beer. Bring to a slow boil.

3. Add the meat, chili seasoning, onion, garlic, peppers, sugar, salt and pepper. If you are using the optional bell pepper, cut it into 1 inch strip and add them now. If you have that large piece of steak fat, add it now, if not, add 1 T. of cooking oil. Cover and reduce heat, simmer at least one hour, stirring occasionally. At the end of the simmering remove and discard the piece of steak fat.

4. Mix the masa flour with about ¼ cup water and add to the chili pot along with the pinto beans. Simmer an additional 30 minutes.





Creamy Avocado-Green Chile Dip



2 cloves garlic

¼ cup loosely packed fresh cilantro

1 (4 oz) can diced green chilies

½ cup sour cream

½ t. salt

1 large ripe avocado, halved



1. With the food processor running, drop the garlic cloves and cilantro into the bowl and process until finely chopped.
2. Add the green chiles, sour cream, salt and scrape the avocado flesh into the work bowl.
3. Process until blended into a smooth, creamy dip. Serve lightly chilled or at room temperature for fullest flavor.





Teriyaki Chicken Wings



Wings:

2 dozen chicken wings, about 3 ¼ lbs.

Salt and black pepper to taste

Olive oil

1 T. sesame seeds, lightly toasted

Leaves from ½ bunch of fresh cilantro, chopped



Teriyaki Sauce:

1 cup soy sauce

1 cup grapefruit juice

¼ cup hoisin sauce

¼ cup ketchup

3 T. rice wine vinegar

¼ cup brown sugar

1 fresh, hot red chile, halved

5 garlic cloves-halved

2 inch piece of fresh ginger, smashed with a large knife



1. Preheat the oven to 400 degrees.

2. Season the chicken with the salt and pepper and drizzle a little olive oil on them to prevent sticking. Lay the wings in a single layer on a baking sheet. Bake for 30 minutes or until the skin gets crispy and the wings are cooked through.

3. Meanwhile combine the teriyaki sauce ingredients in a large saucepan. Simmer over low heat and reduce until slightly thickened. Pour the sauce into a large bowl. Dump the wings into the bowl and toss to coat them with the sauce. Transfer to a serving platter and sprinkle with the sesame seeds and cilantro. Serve hot.

Highlights of the SuperBowl -- the ads

By SETH SUTEL
AP business writer Saturday, January 27, 2007



[oas:casperstartribune.net/news/national:Middle1]
NEW YORK -- There's one place where you can find both FedEx, the overnight package delivery service, and "Fed-Ex," or Kevin Federline, the future ex-husband of pop diva Britney Spears. Both will be making appearances in Super Bowl ads, the highest-profile advertising event of the year.

FedEx Corp. is keeping mum about what its ad will look like, keeping up a tradition of ultra-secrecy that many marketers follow in hopes of building up the maximum amount of surprise during the game, which airs Feb. 4 on CBS Corp.'s CBS network. Advertisers want to get the most out of the huge cost of an ad in the big game, which is running as high as $2.6 million this year, up slightly from $2.5 million last year.

Federline will be poking fun at himself in a humorous spot for the Nationwide Mutual Insurance Co. under its "Life Comes At You Fast" campaign. Those spots, which have previously featured the supermodel Fabio and MC Hammer, will show Federline winding up working in a fast-food restaurant.

Humor and attempts to drive viewers to the Web, two themes from past years, are back again with some variations, and this year's Super Bowl commercials add a new twist -- viewer participation.

One of the biggest new themes of this year's game is getting amateurs into the act. General Motors Corp.'s Chevrolet division ran a contest for college students to propose an ad that would be made by a team of professionals, and PepsiCo Inc.'s Frito-Lay unit will run an ad made entirely by an amateur contestant.

Meanwhile, Bayer Corp.'s Alka-Seltzer has a spot in the pre-game broadcast featuring the winner of a contest to come up with an updated version of its "plop-plop, fizz-fizz" jingle. The winner was Josh Anderson, a DJ at a radio station in Greensboro, N.C. The NFL also made an ad from an idea generated by a fan contest.

Many of the other spots made available for preview ahead of the big game show a decided shift to lighthearted, sometimes campy humor. That's in contrast with a number of ads last year that highlighted oddball violence, such as a female player in a touch football game getting clobbered with an illegal tackle.

Several marketers are trying even harder to use their ads to drive traffic to Web sites associated with their brands, such as Chevrolet's college-student contest and Nationwide, which posted outtakes from its Federline ad on its Web site.

Jo Ann Ross, the head of ad sales at CBS, says the spots have been selling well, and that several advertisers have inquired about making a tie-in with Black History Month in February, given that the coaches of both teams, for the first time, are black. "That is a very, very positive story," Ross said.

Ross said demand had been brisk for the ads, and the network was seeing strong interest following a highly rated AFC championship game and the recent announcement of nominations for the Academy Awards. "We're wrapping it up," she said.

It's been a busy few weeks for Ross and her staff, including a personal trip to Omaha, Neb. to seal a deal with infoUSA Inc., a marketing database company that is one of the first-time advertisers in this year's game.

Vin Gupta, the founder and CEO of infoUSA, said the Super Bowl represented a key chance to reach the 20 million sales people and 10 million small business owners that his company markets its services to. An excerpt of the ad provided by the company shows a successful salesman emerging from a snazzy new red sports car.

Among returning advertisers, Diamond Foods Inc.'s Emerald Nuts brand came up with new ads after innovative spots last year that turned the company's name into an acrostic-like word puzzle.

Emerald is hoping to generate even more interest in its ad, which features the actor Robert Goulet, by posting video clips on the video-sharing site YouTube. They feature humorous "victim testimonials" from people who didn't have Emerald Nuts handy at that key time late in the day when many people run low on energy.

Other big advertisers are also returning, including Anheuser-Busch Cos.' Budweiser and Bud Light brands, which are once again the game's biggest advertisers.

A look at key players in the Super Bowl
Published: Saturday, January 27, 2007 | 4:26 PM ET
Canadian Press: BARRY WILNER
MIAMI (AP) - Projected starters and key players for the Super Bowl:

INDIANAPOLIS COLTS OFFENCE

Peyton Manning (No. 18), QB, six onefive, 230 pounds, 9th year, Tennessee

The best quarterback of his generation finally reaches the big game ... A two-time MVP headed toward most NFL passing marks ... Struggled in first two playoff games, but Colts won, then had some big throws in leading comeback from 21-3 hole vs. Patriots in AFC championship game ... Had 101 passer rating this season, tops in the NFL, but rating is 66.8 in this month's playoffs ... Had 31 TD passes, only nine interceptions this season ... The biggest name in this game; how far would his stardom soar with a Super Bowl ring?

Joseph Addai (29), RB, 5-11, 214, 1st year, LSU

In a season highlighted by superb rookies, Addai was one of the best ... Replaced Edgerrin James, who left for Arizona as free agent, and rushed for 1,081 yards, seven TDs and a 4.8 average. Also caught 40 passes ... Has run very well in playoffs, looking fresh. Gained 217 yards in three post-season games, with two scores, and has 12 receptions ... First-round pick, 30th overall.

Dominic Rhodes (33), RB, 5-9, 203, 6th year, Midwestern (Texas) State

Hoped to be featured runner with James gone, and started most games, but Addai has become first choice ... Still, Rhodes will get plenty of work. He's had 41 post-season carries to 57 for Addai and is averaging 4.7 yards, nearly a full yard more than the rookie ... Also a good receiver and can return kicks.

Marvin Harrison (88), WR, 6-0, 185, 11th year, Syracuse

The All-Pro is one of the sport's elite wideouts ... He's also the anti T.O., doing his job quietly and with class ... Harrison and Manning form the most prolific pass-catch combination in league history with 106 TDs in regular season, but only two in 12 career playoff games. Harrison has 878 catches from Manning for 11,908 yards, both all-time highs ... Harrison had 95 receptions for 1,366 yards and 12 TDs in 2006. But in Colts' playoff surge Harrison has only 10 receptions and no TDs. Is a breakout coming vs. Bears?

Reggie Wayne (87), WR, 6-0, 198, 6th year, Miami, Fla.

In some ways, he's become more dangerous than Harrison, although not quite as reliable ... Some defences will double team both Wayne and Harrison nearly every play ... Has 15 catches and a TD in playoffs after 86 for 1,310 and nine scores during season ... Brother died in auto accident in September, and Wayne has played brilliantly to honour his brother.

Dallas Clark (44), TE, 6-3, 252, 4th year, Iowa

Manning's No. 1 target in playoffs with 17 catches for 16.5-yard average and has been key receiver on third downs ... Returned from knee injury to blitz Chiefs, Ravens and Patriots in playoffs ... Had only 30 catches during season, but four TDs ... Very elusive for a guy his size, and an efficient blocker .. If he matches up with Brian Urlacher and Lance Briggs, could be classic confrontations.

Tarik Glenn (78), LT, 6-5, 332, 10th year, California

Has made three straight Pro Bowls ... Steady blocker, a main reason Manning was sacked just 15 times during the season ... Not an elite left tackle, but a dependable one.

Ryan Lilja (65), LG, 6-2, 290, 3rd year, Kansas State

Became a starter in Game 11, but also didn't play in five games in '06 ... Was regular throughout 2005 ... Claimed on waivers after being cut by Chiefs in September 2004 ... Has been inconsistent.

Jeff Saturday (63), C, 6-2, 295, 8th year, North Carolina

Like his counterpart with Chicago, Olin Kreutz, Saturday is among the best centres in football ... Smart, adaptable, he keeps up with Manning's varied instructions at the line ... Gets a good surge off the snap and can get to linebackers ... Will start in the Pro Bowl.

Jake Scott (73), RG, 6-5, 295, 3rd year, Idaho State

Started every game and improved from previous year ... A fifth-round pick in 2004 (141st overall) who has panned out well ... Also can play tackle ... First started as a rookie and played both sides.

Ryan Diem (71), RT, 6-6, 320, 6th year, Northern Illinois

Started 15 games ... Plays hurt despite history of nagging injuries ... Became starter as as rookie in 2001 and has been in the lineup ever since ... Powerful and more nimble than size might indicate.DEFENCE

Robert Mathis (98), DE, 6-2, 245, 4th year, Alabama A&M.

Small for the position, yet stays in on running downs ... Quick off the snap with a nice burst to the ball ... Led team with 9½ sacks, in part because he doesn't get same attention as Dwight Freeney ... Recovered two fumbles this season and forced four ... Had 90 tackles.

Anthony McFarland (92), DT, 6-0, 300, 8th year, LSU

Came from Tampa Bay in trade, but was disappointment for much of year ... Colts struggled versus the run during regular season in part because McFarland couldn't control line of scrimmage ... But he and team have improved in post-season ... Had 45 tackles, 2½ sacks.

Raheem Brock (79), DT, 6-4, 274, 5th year, Temple

Underrated tackle who fits nicely in Tony Dungy's defence ... Can make plays in the backfield as well as at the line ... When he matches up with Kreutz it could be a key ... Finds the ball, had three fumble recoveries during season. Also forced three fumbles and had three sacks.

Dwight Freeney (93), DE, 6-1, 268, 5th year, Syracuse

The star of the line, even if his numbers were not spectacular ... Will give John Tait and other blockers fits ... Explodes off the line in passing situations, needs to be more stout against the run ... A three-time Pro Bowler (not this year), had 5½ sacks among his 45 tackles and forced four fumbles ... Rex Grossman must always be aware of him.

Rob Morris (94), 6-2, 243, 7th year, BYU

Former starter at middle linebacker and team's top pick in 2000 draft, he has been backup for most of last two seasons ... Replaced Gilbert Gardner in lineup for Game 14 this season ... Not real quick for the position, but smart and understands defences and coverages ... Also started twice in middle in '06 because of injuries ... A special teams standout.

Gary Brackett (58), MLB, 5-11, 235, 4th year, Rutgers

Improved in first three seasons, became a regular in 2005, but '06 was a struggle ... Part of Colts' inability to stop run was his mediocre play, but he's come on in playoffs ... Had 123 tackles and forced two fumbles in regular season, but overran or was blocked out on other plays ... If he plays in Super Bowl as he has last three weeks, though, Colts should be OK.

Cato June (59), OLB, 6-0, 227, 4th year, Michigan

Emerged as a Pro Bowler in 2005, wasn't near that level this time ... Numbers looked good (162 tackles, three INTs, two forced fumbles and a recovery), but impact wasn't as heavy ... Like Brackett and many other defenders, has stepped it up in playoffs ... No one on defence except perhaps Freeney is more capable of big plays.

Nick Harper (25), CB, 5-10, 182, 6th year, Fort Valley State

Long-time starter who some thought would be beaten out by Marlin Jackson this season ... Made 73 tackles and three INTs and has a pick in playoffs ... His confrontations with Muhsin Muhammad and Bernard Berrian could be pivotal.

Antoine Bethea (41), SS, 5-11, 203, 1st year, Howard

Yet another rookie find this season ... Sixth rounder beat out touted Mike Doss, then moved to free safety for four games before settling back at strong spot ... Excels in run support, was third on team with 105 tackles ... Should be an anchor in secondary for years.

Bob Sanders (21), FS, 5-8, 206, 3rd year, Iowa

The key to the defence with his gung-ho style ... Fears nothing, will take on 300-pounders if necessary to make a tackle ... Plagued all season by injuries, got healthy for the playoffs after slow recovery from knee surgery ... A Pro Bowler in '05 who has showed why in the playoffs ... Leads Colts with 19 post-season tackles, has an INT ... His meetings with Thomas Jones and Cedric Benson could be memorable.

Jason David (42), CB, 5-8, 180, 3rd year, Washington State

Another smallish DB who makes up for his height with aggressiveness ... Still, he's not great cover guy ... Becamse starter midway in rookie season and has remained in lineup ... Doesn't hold onto the ball, which has limited his interceptions ... Muhsin Muhammad could give him fits.SPECIAL TEAMS

Hunter Smith (17), P, 6-2, 209, 8th year, Notre Dame

One of those indoor punters who always has nice numbers ... Colts don't cover punts particularly well, so Smith must keep the ball away from Devin Hester ... Good athlete with size.

Adam Vinatieri (4), PK, 6-0, 202, 11th year, South Dakota State

Merely the best pressure kicker in the game, perhaps ever ... Has two Super Bowl-winning field goals for New England ... Holds career mark for post-season field goals with 37, including five for all the points in win at Baltimore this year.

Terrence Wilkins (10), KR, 5-10, 180, 6th year, Virginia

Averaged 24.5 yards on kickoff runbacks and 9.2 on punt returns. Not quite in Devin Hester's class, but not shabby ... Broke one punt return for a TD, 82 yards against Jacksonville ... Gambles a bit too much and can make shaky decisions.

-CHICAGO BEARS OFFENCE

Rex Grossman (8), QB, 6-1, 217, 4th year, Florida.

Much criticized, but has made some big plays to get Bears this far ... Injury prone until this season, when he started every game and threw for 3,193 yards and 23 TDs ... Inconsistent, sometimes makes poor decisions, had 20 interceptions in '06 ... Won't match Manning's production, but if he avoids mistakes, he could help Bears to first NFL championship in 21 years.

Thomas Jones (20), RB, 5-10, 215, 7th year, Virginia

Former first-round pick (Arizona 2000) who has become a top runner in Chicago after three seasons with Cardinals, one with Bucs ... Signed as free agent with Bears in 2004 ... Has rushed for 948, 1,335 and 1,349 yards in three seasons with Bears ... Had monster game with 123 yards and two TDs in NFC title win over New Orleans ... Also an accomplished receiver who made 36 catches this season ... Had four 100-yard games in 2006.

Cedric Benson (32), RB, 5-11, 220, 2nd year, Texas

Fourth overall draft pick in 2005 who has not been able to grab starting spot from Jones ... Will play significant role in Super Bowl, probably get a dozen or more carries ... Has more power than Jones, but not very elusive ... Sometimes will play two or three full series, then sit out a quarter or more ... Rushed for six touchdowns ... Had first 100-yard rushing game of career in season finale with 109 vs. Green Bay.

Jason McKie (37), FB, 5-11, 243, 5th year, Temple

Yes, players from Temple actually can prosper in the NFL ... Unselfish blocking back who started 12 games, clearing paths for Jones and Benson, protecting Grossman ... Made only eight carries, but did catch 25 passes ... Recognizes and handles blitzes well ... Spent one season with Dallas before joining Chicago.

Desmond Clark (88), TE, 6-3, 249, 8th year, Wake Forest

Former Broncos and Dolphins tight end who found a home in Chicago ... Had 45 catches, tied for team lead with six TDs ... Dependable, but not a deep threat or a game breaker ... Averaged solid 13.9 yards per catch, will be a challenge for Colts linebackers and safeties.

Bernard Berrian (80), WR, 6-1, 185, 3rd year, Fresno State

Speedy receiver with good size ... Scored spectacular 33-yard TD vs. Saints ... Had six TD catches during season and has two in post-season ... Averaging 19 yards a catch in playoffs ... Can return punts if necessary ... Will be a touch matchup for Indy's cornerbacks.

Muhsin Muhammad (87), WR, 6-2, 215, 10th year, Michigan State

Played in 2004 Super Bowl with Panthers, joined Bears as free agent in 2005 ... Led team with 60 receptions, had five TDs and 863 yards receiving ... Not a deep threat, but will go over the middle and uses size well ... Can take a hit ... Hands are a bit inconsistent ... Had three 100-yard receiving games ... A good blocker on running plays.

John Tait (76), LT, 6-6, 312, 8th year, BYU

Former Kansas City lineman who signed with Chicago in 2004 as restricted free agent ... Has started every game he's played since 2000 ... Can play right tackle, too ... Has been steadier blocker for Bears than he was for Chiefs.

Ruben Brown (74), LG, 6-3, 300, 12th year, Pittsburgh

Spent first nine seasons with Buffalo, then signed with Bears as free agent in 2004 ... Has started all 37 games he's played in for Chicago ... Uses leverage well and is hard to fool ... Has been to eight Pro Bowls, heads to Hawaii for this year's game, too.

Olin Kreutz (57), C, 6-2, 292, 9th year, Washington

All-Pro centre who has made six Pro Bowls ... Hasn't missed a game since 2002 ... Tough, smart and aggressive ... Clearly the leader of the OL ... Could overmatch Colts' DTs.

Roberto Garza (63), RG, 6-2, 305, 6th year, Texas A&M-Kingsville

Former Falcons lineman who signed as free agent with Chicago in 2005 ... His addition upgraded the unit significantly ... Has also played centre in pro career ... One of 19 Hispanic players in NFL, has worked with Hispanic youngsters in football camp ... Fluent in Spanish.

Fred Miller (67), RT, 6-7, 314, 11th year, Baylor

Longtime starter with Rams and Titans ... Won 2000 Super Bowl with St. Louis ... Bears will try to run behind him ... Has started all 31 games he's played for Chicago.DEFENCE

Adewale Ogunleye (93), DE, 6-4, 260, 5th year, Indiana

A good player for Dolphins, even better in third season with Bears ... A leader who makes big plays ... Led Bears with 12 quarterback hits and recovered three fumbles. Aded 6½ sacks ... Also efficient against the run; he is not one-dimensional ... His matchup with Ryan Diem could be a key.

Tank Johnson (99), DT, 6-3, 300, 2nd year, Washington

Had troubled December ... Was arrested Dec. 14 after police raided his home and found guns and ammunition. It was his third arrest in 18 months ... His bodyguard was shot and killed in a nightclub with Johnson in attendance ... Was granted permission by judge to leave Illinois for Super Bowl while he awaits trial on gun possession charges ... Served one game suspension from team for off-field problems ... Started 14 games, had 3½ sacks and 38 tackles.

Ian Scott (95), DT, 6-3, 302, 3rd year, Florida

Solid player who started seven games ... Clogs the middle and can push the blocking pile ... Gets his hands up to block passes ... A key to shutting down Indy's run game, but he's not close to level of injured starter Tommie Harris.

Alex Brown (96), DE, 6-3, 260, 4th year, Florida

Often mentions Gators' BCS crown and desire to add Super Bowl ring for championship double ... Had two INTs to go with 71 tackles and seven sacks ... Also forced three fumbles and recovered two ... Really established himself this season ... Can rush from the inside if needed.

Mark Anderson (97), DE, 6-4, 255, 1st year, Alabama

Rookie who brings pass rush heat, had 12 sacks, a team rookie mark and tops among first-year players in NFL ... Was responsible for sack and fumble that resulted in 25-yard loss for Saints in NFC championship game ... Had 48 tackles and four forced fumbles, excellent for a part-timer ... Colts must block him effectively on passing downs.

Lance Briggs (55), OLB, 6-2, 240, 4th year, Arizona

An unrestricted free agent after this season and a guy the Bears need to keep ... A Pro Bowl linebacker who has really developed in last two seasons ... Had career-high 176 tackles, second on team ... Very good in pass coverage ... Excels at stripping the ball, had four forced fumbles in 2006 ... Might wind up covering Dallas Clark, one of the game's best matchups ... Had seven games with at least a dozen tackles.

Brian Urlacher (54), MLB, 6-4, 238, 7th year, New Mexico

Best middle linebacker in football ... Perennial All-Pro got four votes for Defensive Player of Year award ... Active, fast, smart, hits like a freight train ... Led team in tackles for sixth time with 185 ... Great in pursuit to either side of field ... Struggled a bit when star DT Tommie Harris went down, but really came alive in NFC title game ... One thing he doesn't do is get sacks, but he does get pressure when he rushes ... The passionate leader of Bears.

Hunter Hillenmeyer (92), OLB, 6-4, 238, 4th year, Vanderbilt

Considered the weak link in linebacking corps when season began, but has been solid ... Expecting him to be another Urlacher or Briggs is unfair ... Started last 10 games ... Won't have big role in pass coverage ... Finished season with 68 tackles.

Charles Tillman (33), CB, 6-1, 196, 4th year, Louisiana-Lafayette

His 88 tackles ranked third on team ... Finds the ball, had five interceptions, tying for team high ... Two of his INTs came off Tom Brady ... Good in run support ... Bears aren't afraid to match him up against top wideouts ... Missed last two regular-season games with back problem, returned for playoffs.

Chris Harris (46), SS, 6-0, 205, 2nd year, Louisiana-Monroe

Lost starting free safety spot, but took over as started at strong safety in Game 12 ... Not nearly the player defensive leader Mike Brown is; Brown was lost for season in sixth game ... Was inactive for four games ... Had two INTs this season ... Sixth-round draft pick who started 13 times as rookie ... Could see a lot of dangerous Dallas Clark.

Danieal Manning (38), FS, 5-11, 196, 1st year, Abilene Christian

Rookie who moved into starting lineup in Game 3, supplanting Harris ... Had INT vs. Brett Favre in first NFL game ... Finished with two INTs and four forced fumbles ... Had 80 tackles, fourth on team ... Taken in second round, 46th overall, out of NCAA Division II school ... No relation to teammate Ricky Manning Jr.

Nathan Vasher (31), CB, 5-10, 180, 3rd year, Texas

Confident cover guy who finds the ball ... Had fumble recovery, interception and five tackles in NFC championship game ... Matches up for size and speed well with Marvin Harrison and Reggie Wayne and could get some man-to-man assignments on them ... Missed two games in December with hamstring problem.

Ricky Manning Jr. (24), CB, 5-9, 188, 4th year, UCLA

Not a starter, but an impact player ... Had big role in helping Carolina win NFC title in 2003 as a rookie ... Talkative and entertaining, very confident ... Had career-high five interceptions, tying for team lead ... Ran INT 54 yards for touchdown vs. Minnesota ... Could see lots of action against pass-prone Colts.SPECIAL TEAMS

Brad Maynard (4), P, 6-1, 186, 10th year, Ball State

Veteran who has played for Giants and Bears, punted in 2001 Super Bowl ... Ranked 11th in NFL with 37.6 net yards average; team covers his kicks well ... Has had only five blocked kicks in career, none this season ... Should do well with directional punts in Dolphin Stadium.

Robbie Gould (9), PK, 6-0, 183, 2nd year, Penn State

All-Pro kicker who made team-record 32 of 36 field goals, all 47 PATs and scored 143 points, most by a kicker in NFL ... Hit 49-yarder in overtime to beat Seattle in playoffs ... Not intimidated by bad conditions ... Also has done well on kickoffs.

Devin Hester (23), KR, 5-11, 186, 1st year, Miami, Fla.

Only rookie to make All-Pro team ... Set NFL record with six kick returns for TDs, including 108-yarder on missed FG to tie longest play in NFL history ... Will handle punt and kickoff runbacks ... Averaged 12.8 yards per punt return (3 TDs), 26.4 on kickoff runbacks (2 TDs in same game, at St. Louis) ... Also can play some DB.

Go daddys banned video

PHOTOS PROVIDED BY NATIONWIDE
In a clip from the Nationwide Super Bowl ad "Life Comes at You Fast," Britney Spears' estranged husband, Kevin Federline, portrays a successful rap star …

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Published Saturday, January 27, 2007
FUNNY BUSINESS

Super Bowl Ads Return to Humorous Roots

By SETH SUTEL
The Associated Press


NEW YORK
There's one place where you can find both FedEx, the overnight package delivery service, and "Fed-Ex," or Kevin Federline, the future ex-husband of pop diva Britney Spears. Both will be making appearances in Super Bowl ads, the highest-profile advertising event of the year.

FedEx Corp. is keeping mum about what its ad will look like, keeping up a tradition of ultra-secrecy that many marketers follow in hopes of building up the maximum amount of surprise during the game, which airs Feb. 4 on CBS Corp.'s CBS network. Advertisers want to get the most out of the huge cost of an ad in the big game, which is running as high as $2.6 million this year, up slightly from $2.5 million last year.

Federline will be poking fun at himself in a humorous spot for the Nationwide Mutual Insurance Co. under its "Life Comes At You Fast" campaign. Those spots, which have previously featured the supermodel Fabio and MC Hammer, will show Federline winding up working in a fast-food restaurant.

Humor and attempts to drive viewers to the Web, two themes from past years, are back again with some variations, and this year's Super Bowl commercials add a new twist - viewer participation.

One of the biggest new themes of this year's game is getting amateurs into the act. General Motors Corp.'s Chevrolet division ran a contest for college students to propose an ad that would be made by a team of professionals, and PepsiCo Inc.'s Frito-Lay unit will run an ad made entirely by an amateur contestant.

Meanwhile, Bayer Corp.'s Alka-Seltzer has a spot in the pre-game broadcast featuring the winner of a contest to come up with an updated version of its "plop-plop, fizz-fizz" jingle. The winner was Josh Anderson, a DJ at a radio station in Greensboro, N.C. The NFL also made an ad from an idea generated by a fan contest.

Many of the other spots made available for preview ahead of the big game show a decided shift to lighthearted, sometimes campy humor. That's in contrast with a number of ads last year that highlighted oddball violence, such as a female player in a touch football game getting clobbered with an illegal tackle.

More advertisers have jumped in the game, or at least have let the cat out of the bag that they will be advertising during Super Bowl XLI. We've scoured the web, our inbox and a few other places to provide you with the most comprehensive list of super bowl commercial contenders.

You'll notice some additions from the post made earlier last week. And we'll attempt to post one if not two more updates at least before next weekend's game.

Again, if you would prefer to be surprised on Sunday, Feb 4th, don't read on. And as usual, all ads will be in the Claymore Project - the most complete Super Bowl commercial archive online - for your viewing pleasure. :)

[PreGame]
Alka-Seltzer - (:30 or :60) Spot will contain a new consumer-created jingle by Josh Anderson, a DJ at a radio station in Greensboro, N.C, which was directed by Nigel Dick of Hollywood-based DNA. (info here) [Agency: BBDO NY]

Pizza Hut - Features Jessica Simpson (again) at a glamorous movie premiere where she nearly trips on her fancy red dress. (info here) [Agency: BBDO NY]

Ford - (:90 total) Will tout its F-Series Super Duty pickups.

[1st Quarter]
FedEx - (:45) one spot [Agency: BBDO, New York]

Frito Lay/Doritios - (:30) Consumer-created spot- the 5 finalists can be viewed here (info here) [credited agencies: Goodby, Silverstein & Partners, San Francisco; Millsport, Dallas; and TPN, Dallas]

Mars/Snickers - "Mechanics" features two blue collar workers sharing a Snickers candy bar in a way that will change both of them forever., then points folks to snickerssatisfies.com for multiple endings of the spot directed by Ulf Johansson of Smith and Sons Films, London and edited by Tom Scherma of bicoastal Cosmo Street. [Agency: TBWA/Chiat/Day, NY]

[2nd Quarter]
Career Builder - (:30) Spot for their new "It's a jungle out there" campaign directed by Bryan Buckley of bicoastal/international Hungry Man. (info here) [Agency:Cramer-Krasselt, Chicago]

Garmin - (:30) Titled "Maposaurus", the campy spot inspired by 1960s Japanese monster movies, features a showdown between an evil “Maposaurus” and a hero who uses a Garmin-made electronic navigation device to save the day. The spot was directed by Ulf Johansson of Smith and Sons Films, London. [Agency: Fallon, Minneapolis]

King Pharmaceuticals - (:60) Unbranded spot titled "Heart Attack" in tandem with the American Heart Association to air shortly before halftime. The spot emphasizes the element of surprise to communicate the risks of uncontrolled high blood pressure, also called hypertension. Features a Heart Man going about his everyday business when he is ambushed by high blood pressure and his accomplices - high cholesterol, overweight, and diabetes. When the villainous risk factors are done with "Heart Man," he is left with a clear understanding of the threat they pose. Directs viewers to www.BeatYourRisk.com [Agency: Glow Works]

Sprint - New spot in the 'Power Up' campaign. [Agency: Publicis & Hal Riney

[First Half]
NFL/United Way - (:10) Most likely featuring NFL players and/or Don Cheadle. [Agency: In-house]

[3rd Quarter]
Nationwide - (:30) Starring Kevin Federline. (info here) [Agency: TM Advertising, Irving, Texas]

Career Builder - (:30) Spot for new "It's a jungle out there" campaigndirected by Bryan Buckley of bicoastal/international Hungry Man. (info here) [Agency: Cramer-Krasselt, Chicago]

Diamond Nuts - (:30) Robert Goulet stars in this spot directed by The Perlorian Brothers via Biscuit Filmworks, Los Angeles, music composition by Andrew Feltenstein and John Nau of Beacon Street Studios, Venice, Calif, and editing by Ian Mackenzie of Mackenzie Cutler, New York.(info here) [Agency: Goodby, Silverstein & Partners, San Francisco]

[4th Quarter]
Honda Motor Co. - 3-4 spots - (:30) Starring a dancing CR-V SUV (not confirmed), (two :15s) Honda Element ads from the "Gil, The Crab" campaign currently running, and (:30) ad called "Slalom" touting Honda as the most fuel-efficient brand in America. [Agency: RPA, Santa Monica, Calif.]

NFL Network - (:30) Celeb filled spot, including Paris Hilton, LL Cool J, Martha Stewart, and other big shots. [Agency: In-house]

Snapple - (:30) The brand's first ever Super Bowl ad highlights their new super premium line of Red, White, Green and Black Teas. The spot follows a tea-loving pilgrim on his quest for metabolic enlightenment. [Agency: Cliff Freeman & Partners] (more info)

[Second Half]
NFL - (:10) Vote for game's MVP [Agency: In-house]

NFL - (:30) Consumer-generated idea ad [Agency: In-house]

HP - A new spot in HDTV in the 'The Computer is Personal Again' campaign. This is their first SB ad. [Agency: Goodby, Silverstein & Partners, San Francisco]

[Post Game]
King Pharmaceuticals - (:30) Unbranded spot titled "Heart Attack" in tandem with the American Heart Association. [Agency: Glow Works]

[Unknown Time Slots]
SuperBowl Proposal fella sponsored by unknown advertiser (possibly DeBeers?) (info here)

GoDaddy.com - 3 spots including Nascar driver Danica Patrick along with 'Go Daddy Girl,' Candice Michelle. 'American Chopper's Paul Teutul Sr. and his sons Paul Jr., and Michael also have roles along with motorcycle drag-racing star Valerie Thompson [Agency: GoDaddy Productions]

Anheuser-Busch (10 :30s or 5 min total) - one ad featuring NASCAR superstar Dale Earnhardt Jr., titled "Apocalypse," includes fire-bombs, high-speed car chases, stunt jumps and helicopters to create a high-intensity, epic production. Shot near Lancaster, Calif., the scene is a barren desert depicting the end of the worldwhere Earnhardt takes on an angry group of post-Apocalyptic mutants for his highly coveted Budweiser.

Another spot, titled "The Hitchhiker" spooky music plays as a couple drives down a dark road. While the woman fumbles with a map, her boyfriend slows down to pick up a hitchhiker. She is alarmed and points out he's holding an ax. "But he has Bud Light, " the boyfriend pleads." "And an ax!" she insists.

Another spot features rapper Jay-Z facing off against former Miami Dolphins coach Don Shula in a chess-like rendering of a high-tech football game using holographic imagtes.

Carlos Mencia shows up in a spot set in a classroom.

Red crabs turn up on a beach to carry off a cooler of beers.

Also look for Clydesdale horses.

Other highlighted brands will be Budweiser, Bud Light, Bud Select and Bud.tv [Agencies: DDB, Chicago, Downtown Partners, Toronto and Cannonball, St. Louis]

Pepsi - :90 total in first and second quarter - expected to kick off its new "Feel the Pepsi" campaign. Other brands like Mountain Dew and Sierra Mist are also being considered for the big game. A prospective spot for Mountain Dew energy drink AMP cwas directed by Dante Ariola of bicoastal/international MJZ. [Agency: BBDO, New York]

Taco Bell - Promote Carne Asada Steak Grilled Taquitos with a spot where two lions discuss the meat and get a lesson in rolling their R's from voice over announcer Ricardo Montalban. [Agency: DraftFCB, Chicago]

GM/Chevrolet - (:30) Chevrolet College Big Idea contest spot (info here), another (:60) Chevy spot, one Cadillac spot and (:60) corporate ad touting the company's 10-year, 100,000-mile warranty. Phil Joanou of MJZ directed one of the spots. [Agencies: Deutsch, Los Angeles, and Campbell-Ewald]

Toyota Motor Co. two spots featuring its redesigned full-size Tundra pickup, directed by Andrew Douglas of Anonymous Content. [Agency: Saatchi & Saatchi, Los Angeles]

Apple - Unknown (info here)

Coca Cola - 2-3 spots, two which have run before and are from 2006, "Video Game" by Wieden + Kennedy, USA and "Happiness Factory" by Wieden + Kennedy, Amsterdam (click links to see the spots). A third new spot will be created by W+K, Portland. [Agency: Wieden + Kennedy]

AIG - Unknown [Agency: Unknown]

infoUSA/SalesGenie.com - Bought time in pre-game slots, as well as in-game and post-game. See teaser here. (info here) [Agency: In-house]

Walt Disney Co - 2 Movie Ads - One spot for 'Meet the Robinsons,' a Disney-created computer-generated animation family film. The other is for 'Wild Hogs,' a comedy with John Travolta, William H. Macy, Martin Lawrence and Tim Allen. [Agency: In-house]

[Unconfirmed - Rumored]
Footlocker/adidas - spot directed by Ted Pauly via production house Furlined, Santa Monica. [Agency: AKA Advertising, New York]
Microsoft - Possible Vista spot (unknown - rumor)
AOL (unknown - rumor)
Cingular/AT&T (unknown - rumor)

[Online Ads]
Career Builder - (:30) Spot for new "It's a jungle out there" campaign directed by Bryan Buckley of bicoastal/international Hungry Man. (info here and here)

Colts vs. Bears, Superbowl XLI Predictions
3 2 3 | 11:58 AM By jaymanthepoet
Topics: Patriots Rex Grossman Peyton Manning Bears Lovie Smith Superbowl XLI Indianapolis Colts Ravens Superbowl New England Patriots Brian Urlacher Da Bears Dallas Clark Dwight Freeney Marvin Harrison Chicago Bears Reggie Wayne Baltimore Ravens Bernard Berrian Joseph Addai Tony Dungy Colts

The Stage has been set and all eyes are on Miami for Superbowl XLI on Feb. 4. The Indianapolis Colts vs. The Chicago Bears, two teams-one destiny and historically speaking, this could go down as the greatest Superbowl ever played.

Lets take a look at the story lines:

Peyton Manning. Perhaps the greatest Quarterback to ever play the game. When The Colts drafted Peyton 9 years ago, the Superbowl suddenly came into sight for what had been a lackluster franchise up until then. Manning has been close in the past,but to close. The doubters were starting to wonder if he had that killer instinct needed to be a champion. Could he get by Tom Brady and the Patriots? He answered that Sunday with the greatest comeback ever in an AFC Championship Game. Is it his time FINALLY?

Rex Grossman. Everyone has questioned his ability Everyone thought that Brian Griese should have been given the starting role more than once this year in Chicago, he has laid the nay-sayers to rest and driven his team to its first Superbowl appearance in 21 years.


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