It's been reported that 111 million people watched the big game Sunday, so we can safely assume that at least a few of these people saw the ads. And apparently, as reported by Clickz, the dancing M&Ms effort was the most Tweeted. It was also rated as the most effective by other industry measures. But can we really ever know the effectiveness of an ad? While numbers reveal instant reaction, surely each commercial has a different impact on the subconscious down the road, long after the final whistle of Super Sunday.
For what it's worth, I think the NFL's Evolution ad was among the most memorable, uptempo, nostalgic, colorful, creative and certainly appealing for traditional football fans. This was a full blown scrimmage, after all, and deserved ads with equitable ingenuity; sexualized chocolate and high-IQ dogs won't stick in my mind, I'm afraid.