One of the most important events in the US sports calendar took place over the weekend. Not the Green Bay Packers beating the Pittsburgh Steelers - as seems to be the case with the Superbowl, the emphasis was on the commercials in between the action.
As far as we can tell the highlight of the cup finals extravaganzas seem to be whatever brand is flogging their wares during the adverts, rather than what the score is or who's playing. A departure from the British sporting tradition of a cup of Bovril and the throwing of sharpened fifty pence pieces during the fifteen minute interval.
On a day where a thirty second advert can set you back $2.6 million there were unsurprisingly plenty of talking points other than the final score.
Will.i.am promised to connect with his fans during the halftime show, promoting social media ability to bring the crowd closer to the band than ever before:
"So when Fergie is doing her part, and (other group members apl.de.ap and Taboo) are doing their part, wouldn't it be awesome to send a tweet to all the people that are following … bring the people even closer to the stage."
Unfortunately for Will.i.am it appeared that AT&T had other plans, with the singer's plans to revolutionise the way we consume live music events thwarted by lack of reception, much to his disappointment later that day.
Furthermore, Will.i.am’s debut as directing two Chatter.com advert was not particularly well received, with the rather confusing adverts proving that he is just as irritating as an animated marketing tool.
Despite some great efforts, particularly from Mr i.am, the top prize for lack of taste went to Groupon.
The group saving website managed to plummet to new lows with an advert which manages to manipulate the plight of the political struggles in Tibet all in aid of plugging cheap meals at Himalayan restaurants.