Anticipation builds for 2010 Super Bowl ads

Will the Clydesdales make it to the Super Bowl XLIV commercials on Sunday for the 100 million people expected to watch the football championship on television?

At first Anheuser Bush decided "no," the horses had gotten too dull. Instead, they would go with light hearted "guy" humor, maybe a primer on how many Buds it takes to repay what kind of favor.

Enter second thoughts. The emotional Clydesdales' ads of past years have been pretty popular. The company announced last week it wanted public input and asked people to vote on its Facebook page for a favorite ad from among three finalists that include the horses.

Early buzz by Saturday was that votes favored the Clydesdales. The spot shows a young Clydesdale and a young bull that play together along separate sides of a fence, then meet again years later as adults, recognize each other and this time, "Nothing comes between friends, especially fences," says the voice over as the company logo fades in.

Doritos last week was asking viewers to vote for one of its Super Bowl finalist ads, which mostly go for humor. In one called "Underdog," a hungry canine transfers his bark-proof collar to the guy eating a bag of Doritos and, of course, ends up with the chips.

Look for University of Florida football star Tim Tebow and his mom, Pam Tebow, in a controversial anti-abortion ad sponsored by The Focus on the Family organization. In it, the Tebows share the story of her difficult 1987 pregnancy when, instead of getting an abortion, she decided to give birth to Tebow, the now-famous quarterback who became a Heisman Trophy winner.

The public's fascination with the pop culture phenomena of Super Bowl commercials is well fed by marketers who this year are paying $2.7 million for a 30-second spot, a price that CBS lowered from last year's $3 million.

Read the complete story at