Last night, along with millions of other viewers, I was glued to the tube for the Super Bowl.

Every year we hear about how much focus (and money) is put on the advertising time available and I’m usually surprised by the shortcomings of these multi-million dollar spots. In the past, extremely creative and often humorous commercials meant to get people talking fell short with brand connectivity. This is still an issue to some degree, such as a 4th quarter spot with Jay Z and Don Shula orchestrating the game using a holographic game board…although the post production effects were “neat” (and reminiscent of the rappers “CEO of Hiphop” spot that he did for HP last year)…will anyone recall that this was a promotion for Bud Select?

What really surprised me this year was the lack of URL references for some campaigns that had a high potential for attracting additional information seekers. One good example is Revlon, who I had read would be going out on a limb this year by promoting their “Not Fade Away” campaign featuring Sheryl Crow. For some reason, this spot failed to provide any reference to an online destination. In fact, by visiting their site, the only mention of the campaign is a link to iTunes, where you can download a song by Crow. From the looks of the commercial spot, I would imagine that there is a wealth of tour footage, out-takes and other content that hungry consumers would garble up and spread throughout the web.