Keith O'Brien, news editor : My favorite ad, aesthetically, was for Garmin, the GPS provider. Admittedly, no one with me watching the Super Bowl immediately remembered the name of the company after it ran. But it was bizarre and quirky. I'll take anything over Bud Light's idea of humor.
I suspect the Coke ad - aping the Grand Theft Auto video game - was the best ad, in terms of brand relevance. Definitely appealing to the younger demo, while not resorting to anything crass.
Gideon Fidelzeid, production editor: I thought the Doritos ad was the best one of a weak lot. It was cute and amusing and it made sure you remembered who the ad was for. (Some of the most creative ads are almost too creative, to the point where you forget who the advertiser is). I thought the K-Fed ad was good, but it would have been more impactful if not for all the hype.
Celeste Altus, SF bureau chief: The GM spot with the suicidal robot was my favorite. I loved the way they made the robot's jump be a bad dream. it reminded me of the Ikea "lamp" ad that actually made people feel sorry for an old, discarded lamp.
Here's commentary elsewhere re: Super Bowl ads.
AdWeek 1, 2