This year, the game was better than the ads. Again. You want to know why? The marketing landscape has changed dramatically. There will be no ads as good as 1984 because there are no more secrets that remain a secret are told once and never told again.
Blogs usurped the buzz around the bowl this year. You could head online and find out the latest about any and all ads. We created buzz bigger than 1984 for ads that never stood a chance.
Volvo did it right. Online and offline every element supported the larger campaign. Volvo even bought keywords on Feedster around "super bowl" + ad. The marketers were smarter this year and cashed in on the buzz pre-game using very integrated campaigns. You can read more about the theory here. But the bottom line is that this cycle is creating more buzz before the game and making it simply impossible for the creative to live up to the expectations.