Monster will debut a new spot and we expect it to be great. Hotjobs will also launch a new, never-before seen commercial in the Super Bowl. Animals are a fad in advertising that will change. Many of the ads now days seem to be purely for entertaining an audience, rather than trying to sell them something. There is a school of thought in advertising that believes that ads that are likeable are more effective than ads that purely communicate facts and information.
Some agencies pride themselves on turning facts into feelings.
However, the ultimate objective of advertising is to make a cash register ring. It's hard to see how shooting gerbils from a cannon at a target will sell product. Don't forget that many of the ads that you see are created by people under the age of 30 who have dreams of being the next Steven Spielberg. Pick up USA Today on Monday for a full analysis. I'm a bit biased.