Top Super Bowl commercials 2011: six winners and losers

Most obvious (but effective)

Winner: The National Football League

The NFL’s own spot included a montage of sentimental reminders of how much favorite TV characters love football (assisted by sly digital inserts, 180 in all).

Clips from top series – everything from “Happy Days,” “Cheers,” and “Seinfeld” to “The Sopranos” and “Family Guy” – reinforced the straightforward message, says Josh Rogers, executive creative director of Imagination, an integrated communications agency. “It was an obvious choice – and certainly self-serving,” he says, “but the ad itself was fresh and well-executed.”

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