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Super Bowl Welcomes Goofy Ad Line-Up

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Feb 8, 2010 10:20 am US/Eastern

Super Bowl Welcomes Goofy Ad Line-Up

Following Somber 2009, Commercials Go For Grins In 2010

Watch Ads From Super Bowl XLIV

Complete Super Bowl Coverage
NEW YORK (CBS) ― Game on! The Super Bowl ads have returned to their goofy roots.

Men march across a hillside without pants, toys joyride in Vegas and the miserly Mr. Burns from "The Simpsons" loses his fortune but finds happiness. It's a sign that people are feeling better — or at least want to feel better — about the economy, experts say.

The commercials on advertising's most expensive showcase also aim to appeal to people's focus on value.

One surprise was a spot for "The Late Show With David Letterman" reprising a Super Bowl ad with Oprah Winfrey and Letterman - but this time with Jay Leno joining the couch.


The ad line-up includes everything from economy-priced televisions by Vizio to budget cars from Kia. Denny's touts free Grand Slams again, Charles Barkley raps about $5 meal deals at Taco Bell, and the 1985 Chicago Bears' resurrect their "Super Bowl Shuffle" for pre-paid cell phone brand Boost Mobile.

Super Bowl ads are a much anticipated, and usually funny, sideshow. The broadcast is watched as much for its commercials as it is for the game itself. (This year's extravaganza on CBS pits quarterback Drew Brees' New Orleans Saints against Peyton Manning's Indianapolis Colts.)

Last year's line-up had several uncharateristically somber ads. Anheuser-Busch's Clydesdale ads were traditional and sweet, not funny. The more staid tone reflected the nation's mood, still in shock and worry over how deep the financial crisis would get.

"Six months ago if you were optimistic or happy, it was awkward and people looked and said, 'How insensitive can you be?'" said Allen Adamson, managing director of branding firm Landor Associates in New York. "Now it's socially acceptable not to be sullen and depressed, but within reason. And I think the Super Bowl provides one of those venues where you can still kick back and have a good time."

Advertisers recognize that and are still willing to pay top dollar for the exposure. The 30-second spots sold for a minumum of $2.5 million; some sold for more than $3 million. Last year's game brought in $213 million, according to Kantar Media. CBS has not been claiming record prices, although it has said average prices are better than last year.

They aim to entertain, but marketers also are trying to more directly link products to the content of the ads this year, said Laura Ries, president of marketing consulting firm Ries & Ries outside Atlanta.

"It used to be Super Bowl ads were nothing about what the product was or what it did or if it had any usefulness, and today we are seeing more 'sell' in the ads," she said.

Here's a look back at commercials aired during the Sunday night's Super Bowl as well as the previous two games.

Super Bowl XLIV 2010 Commercials:
Audi: 'Green Police'
Boost Mobile: 'Boost Mobile Shuffle'
Bridgestone: 'Your Tires Or Your Wife'
Bud Light: 'Asteriod'
Bud Light: 'Book Club'
Bud Light: 'Lighthouse'
Bud Light: 'Stranded'
Bud Select 55: 'Ice'
Budweiser: 'Fence Friends'
Carmax: 'Dramatically Smart'
Cars.com: 'Timothy Richman'
CBS Films: 'The Back-Up Plan'
CBS: 'Letterman-Leno Super Bowl Party'
Chrysler-Dodge: 'Charger'
Coca-Cola: 'Simpsons'
Coca-Cola: 'Sleepwalker'
Denny's: 'Birthday Breakfast'
Denny's: 'Chicken Warning' Breakfast Giveaway 1
Denny's: 'Chicken Warning' Breakfast Giveaway 2
Doritos: 'Casket'
Doritos: 'Kids These Days'
Doritos: 'Snack Attack Samurai'
Doritos: 'Underdog'
Dove: 'Manthem'
Dr. Pepper: 'miniKISS'
E*Trade: 'Expensive Buyer'
E*Trade: 'Talking Baby 1st Class'
E*Trade: 'Talking Baby Girlfriend'
EA Games: 'Dante's Inferno'
FLO TV: 'Injury Report' Jim Nantz
Focus On The Family: 'Tim Tebow'
GoDaddy.com: 'News'
GoDaddy.com: 'Spa'
Google: 'Parisian Love'
HomeAway: 'Griswolds'
Honda: 'Squirrel'
Hyundai: 'Body Pass'
Hyundai: 'Paint'
Intel: 'Growing Up'
Intel: 'Lunchroom'
Jack In The Box: 'New Things'
KGB: 'Sumo Wrestling'
McDonald's: 'Showdown'
Michelob ULTRA: 'Little Bumps'
Monster.com: 'Fiddlin' Beaver'
Motorola: 'Motoblur'
NFL: 'Best Fans'
Overture Films: 'The Crazies'
Papa John's: Owner Delivers 'In 'da House'
Paramount Pictures: 'Shutter Island'
Paramount Pictures: 'The Last Airbender'
PopSecret & Emerald Nuts" 'Get Aquatic'
Skechers: 'Shape-Ups' With Joe Montana
Snickers: 'Pick Up Game'
Sun Life: 'Cirque du Soleil'
Taco Bell: 'NBA $5 Buck Box'
Teleflora: 'Naughty Flowers'
truTV: 'Punxsutawney Polamalu'
U.S. Census Bureau: 'Snap Shot Of America'
Universal Orlando: 'Harry Potter: Wizarding World'
Universal Pictures: 'Robin Hood'
Vizio: 'Best Of Internet On TV'
Volkswagen: 'Punch Dub'
Walt Disney Pictures: 'Alice in Wonderland'
Walt Disney Pictures: 'Prince of Persia'

Super Bowl XLIII 2009 Commercials:
Gatorade: 'What's G?'
'G.I. Joe: The Rise of Cobra' Trailer
McDonalds: 'Penny Loafers'
Hyundai: 'The Genesis Coupe'
Anheuser-Busch: 'Cutting Costs'
Columbia Pictures: 'Angels & Demons' Trailer
Audi: 'Car Chase'
PepsiCo: 'Forever Young'
Doritos: 'Crystal Ball'
Anheuser-Busch: 'Conan O'Brien's Ad'
Apatow Productions: 'Year One' Trailer
Toyota: 'Are You A Venza'
Bridgestone: 'Potato Heads'
'Fast & Furious' Trailer
Castrol Engine Oil: 'Greasy Monkeys'
'Land Of The Lost' Trailer
Doritos: 'Magical Crunch
Anheuser-Busch: 'Fetch'
Cars.com: 'Regain Confidence'
Gatorade: 'What G Means To Me'
E*Trade: 'Baby Singing'
Hyundai: 'Angry Bosses'
Pixar: 'Up'
Anheuser-Busch: 'Ski Lodge'
Teleflora.com: 'Flowers In A Box'
H&R Block: 'Death And Taxes'
Cheetos: 'Sky Rats'
DreamWorks: 'Aliens Vs. Monsters'
Sprint Nextel: 'Roadies'
NFL: 'Get On Your Boots'
Toyota: 'Truck Tunnel Fire'
Priceline: 'Language Of The Deal'
Overstock.com: 'At Home With Carlos Boozer'
Universal Resort: 'Inner Hero'
ClearWay: 'Cost Of Tobacco'
Dairy Queen: 'Split Double Cheeseburgers'
Cargill: 'Trans-Fat Free French Fries'
Coca-Cola: 'Avatar'
Bridgestone: 'Jump Around'
Denny's: 'Thugs'
Monster.com: 'Moose End'
Anheuser-Busch: 'True Calling'
'Race To Witch Mountain' Trailer
'Transformers: The Revenge of the Fallen' Trailer
Career Builder: 'Hate Going To Work?'
Coca-Cola: 'Insect Heist'
Kelloggs: 'Building A Field'
NBC: 'Get Some Conan'
NFL: 'Keep Dreaming Kid'
Kemps: 'Exercising Your Cow'
Hyundai: 'Assurance Lease'
Coca-Cola: 'Mean Troy'
Cash4Gold: 'Ed McMahon, McHammer'
Hulu: 'Mushy Brains'
PepsiCo: 'MacGruber With MacGyver'
GE: 'Wind Energy'
Anheuser-Busch: 'Summer State Of Mind'


Super Bowl XLII 2008 Commercials:
Chase - Secret Agent
"Drillbit Taylor" Movie
AT&T Monkey Trip
Dell - "Would I Be Pretty?"
Bud Light - Ability To Breathe Fire
Audi - "Godfather" Spoof
Diet Pepsi Max - "What Is Love?"
SalesGenie.com
Bud Light - Wine And Cheese
Under Armour Shoes
Bridgestone - Screaming Squirrel
Doritos - New Musicians
"Wanted" Movie
G2 Gatorade - Derek Jeter
GoDaddy.com - Danica Patrick
Dell - Red PCs
Cars.com - Ring Of Fire
Tide-To-Go Talking Stain
Budweiser - Clydesdale "Rocky"
"Iron Man" Movie
Toyota Corolla - Ferocious Badgers
"Leatherheads" Movie
Garmin - Napoleon
CareerBuilder.com - Heart Not In It?
SoBe - Lizards Get Down
Anti-Drug Campaign
GMC Hybrid - Never Say Never
Bud Light - Accents
"The Chronicles Of Narnia - Prince Caspian" Movie
Planters Cashews - Unibrow
T-Mobile - Charles Barkley's Fave 5
United Way - Tom Brady
Pepsi Stuff - Justin Timberlake
Quit Plan - Dad And Daughter's Movie
Doritos - Mouse Trap
IdeaCast - Looking For Ted
Ford - Swap Your Ride
Famous Dave's - Slo-Mo Eating
NFL Network - Get Your Story Straight
Dairy Queen - Popcorn Shrimp
Toshiba - HD DVDs
Cargill - Where's Roxanne?
Jimmy John's - Food To The Rescue
Zantac - Changing Everything
"Semi-Pro" Movie
Claritin - Stay Clear
Cars.com - Shrinking Heads
SalesGenie.com - Pandas
Vitamin Water - Jockey Shaq
Ice Breakers Gum - Carmen Electra
Bridgestone - Richard Simmons
Bud Light - Inventing The Wheel
CareerBuilder.com - Wish Fairy
Hyundai Genesis - Curve Road
"Wall-E" Movie
"Jumper" Movie
E*Trade Financial - Baby: "I Just Bought Stock"
Bud Light - Ability To Fly
NFL - Super Ad
Harmony - The Remote And Your Dad
Comcast - Bad Boyfriend
Arby's - I Love You
Harmony - Why Do You Need More Than 1 Remote?
Sunsilk - Life Can't Wait
Coca-Cola - Battle Of The Balloons
Coca-Cola - Political Friends
Toyota Sequoia - Big Wheel Race
"You Don't Mess With The Zohan" Movie
E*Trade Financial - Baby Rents A Clown
Taco Bell - Fiesta Platters
Gatorade - Dog Drinking
Bud Light - Jackie Moore From "Semi-Pro" Movie
Hyundai - Genesis
Victoria's Secret - This Game's Over Soon
Amp Energy Drink - "Jump Start"
Overstock.com - On The Move

(© 2010 CBS Broadcasting Inc. All Rights Reserved. This material may not be published, broadcast, rewritten, or redistributed. The Associated Press contributed to this report.)

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