Super Bowl Ads: Lots of Fumbles

The big game was big letdown, as were most of the commercials. Our expert marketing panel reviews what scored and what fell incomplete

Super Bowl XXXVII was an uncompetitive clunker -- and so were the ads shown during the game. At least, that's what six marketing gurus from the nation's top business schools thought. In their view, Madison Avenue came out as flat as the overwhelmed Oakland Raiders by offering a spate of silly or mostly ordinary commercials that businesses paid Super Bowl-size prices to air. Though ads on this year's contest cost $2 million a pop on average, many advertisers trotted out new versions of existing campaigns rather than create something original -- apparently, to hold down costs.

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