I’ve got a thousand sound bites about Super Bowl advertising: It’s basically selfies for brands. It’s the opposite of 1:1 marketing. It’s a cross-category free-for-all, growing in risk rather than opportunity given its price tag. $5M is a lot of money by any standards, even more so when it’s for 30 seconds of airtime on broadcast TV. Who can forget Super Bowl XXXIV way back in 2000 when E*Trade’s dancing monkey seemingly wasted $2M? There are a lot....

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