| | Last year automotive advertisers emerged from their recession bunkers and flocked back to the Super Bowl.
You had one game-changer ("Imported from Detroit") for a company (Chrysler) that sorely needed a game-changer. You had the just-right cuteness of the Volkswagen's Darth Vader ad, epic computer-generated imagery from Kia, and Mercedes-Benz appearing for the first time.
This year, automakers unleashed another flood of ads - and another bold effort from Chrysler stood out.
But the abundance of car ads has become a challenge in itself to marketers. Will your incredibly expensive little mini-movie stand out? Or just melt into an undifferentiated mass of cars on twisty roads, computerized critters, bikini-clad women and adorable dogs?
Of course, these aren't just TV spots anymore. Nearly all were bouncing around the Web and social media last week.
You could argue that this diminishes their impact during the game. But under current advertising theory, that doesn't matter. Reaching several million additional viewers in the days before and after the Bowl trumps the surprise factor.
Quaint as it may seem, let's just look at the ads as ads, seen during America's biggest sporting event and mid-winter revel.
 Watch the ads; read Dave Guilford's reviews
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