When I think about what it takes to create a great Super Bowl spot, I can’t help but first think of all of the things we had to tell our teams NOT to do to create one.
- No animals doing things animals can’t do.
- No old people doing things old people can’t do.
- No inanimate objects doing things inanimate objects can’t do.
- No Martians or other forms of aliens.
- No cavemen.
- No deserted islands.
- Nothing that uses the soundtrack from “2001 Space Odyssey.”
- Nothing that features a chimpanzee, even if it is doing things chimpanzees can do.
- No one going to heaven.
- Nothing that requires you to play me a special effects reel from a company in Finland before telling me the idea.
- No 70′s hits and site gags.
- No patriotic attempts to make people cry.
- And please, no old chestnuts I killed last year.