This weekend the New York Giants will face off against the New England Patriots in Superbowl  XLVI.  But within this iconic sporting event another battle will be taking place.  For the most loved TV  Commercial aired during the game.

The hype around the ads at the Superbowl is as big as the game itself – with millions tuning in, then going online to view their favourites over again.  Volkswagens brilliant Darth Vader ad for the 2012 Passat has racked up 49 Million views on Youtube alone since it aired at last years Superbowl.  Digital technology is amplifying ads reach well beyond their traditional screen.

This year many familiar brands will be showcasing their latest ads, with many using digital to deepen the storyline – driving traffic to websites and other online contentwhere viewers can gain have a deeper experience with the Brand.

In their latest installment of The Art of the Super Bowl ad, Creativity online are featuring Bryan Buckley’s take on the big ad. Once dubbed the “30-Second Auteur” by The New York Times, Hungry Man’s Bryan Buckley has played the Super Bowl game since 1999, when he directed the now beloved, albeit disturbing, Super Bowl classic “When I Grow Up” for Monster.com. He then went on to direct countless other big game winners, including chimp-filled spots for E-Trade and Careerbuilder (the latest of which will appear on Sunday) andFedEx’s “Desert Island”.

He looks back on his gameday oeuvre and reveals “the worst thing you could put in a Super Bowl ad,” the real measurement of SB success and the one that got away (or so he thought.) via creativity online.  View it here