Cat Herders'' spot on last year's game. EDS is willing to pay extra millions for a 60-second spot, ''because we want sufficient time to tell a story,'' explains Don Uzzi, senior vice president of global advertising. Clients ask to use 'Cat Herders' at their own meetings. Consumers ask for the spot,'' says Uzzi. Fallon Worldwide, Minneapolis.
People love to laugh along with Super Bowl advertisers.
In fact, it's the only venue in the whole year where the advertising is just as big as a story itself,'' says Mike Sievert, chief sales and marketing officer. Goodby Silverstein, San Francisco. Two 30-second spots. Weiss Stagliano Partners, New York. This is the biggest arena to reach 120 million customers at once.