In light of Sept. 11 and a downward economy, it seems fitting that America should shift its attention from spectacle to sport.

Such was the case when viewers chose to honor the Patriots over advertising during Super Bowl XXXVI. And who can blame 'em? This year, content prevailed over commericals. But where were the advertisers? The going rate for a 30-second spot during the FOX broadcast was an estimated $1.9 million, down from the $2.5 million doled out by dot-commers, and yet the Network was still peddling ad time within days of the main event.

Those that did come to party such as Anheuser-Busch, AT&T Wireless, Taco Bell and Pepsi, all dressed the same. Or so said the consensus of creatives who spoke with Boards after game day.

"If advertising is truly a reflection of the American psyche, it's a very timid place," commented Michael Mark, former president and creative director at San Diego agency matthews/mark. "Nobody was bold. There was no drama there. There was no fear there. Where was it?"

When forced to pick favorites, Mark cited Levi's "Crazy Legs," shot by former Satellite/Propaganda Films' director Spike Jonze out of TBWA/Chiat/Day, San Francisco and Jeff Gorman's Quizno's spots through Cliff Freeman and Partners, New York. The latter boasted that the only way for the competition to beat the taste of a toasted sandwich is to cheat. By virtue of the guillotine alone, Cliff Freeman may have made Quizno's the hottest boards while raising the bar for competitors like Subway, whose spots are simple by comparison.

Jon Soto, associate creative director at Goodby, Silverstein & Partners, San Francisco cited Yahoo's "Dolphin" as one of the most entertaining spots, namely for its quirkiness. The talking dolphin features the voice of Black Rocket principal/creative Bob Kerstetter and was directed by Erich Joiner at LA-based Tool of North America.

Soto also included "Crazy Legs" among his favorite spots. However, declaring conflict of interest (Soto served as art director on the Levi's commercial while at Chiat) Boards was forced to defer to Soto's mother, Dora, for her picks.

Dora and her exercise class praised Jon for the beats of hip-hoppers Control Machete featured in "Crazy Legs" while Blockbuster's "Gotta Dance" was a close second. The grinding movements of guinea pig "Ray" and rabbit "Carl" were directed by Complete Pandemonium's Steve "Spaz" Williams out of Doner. Frank Petzold and Scott Souter of Berkley-based Tippett Studios served as visual effects supervisors.

Dora's least favorite was the Anheuser-Busch tribute to New York, in which the Clydesdales bow to the city skyline. "The Super Bowl is supposed to be a time to forget tragedy," said the Long Island resident, "and that commercial left me feeling cold. I have not been able to visit Ground Zero since the events of Sept. 11."

Anheuser-Busch still dominated the USA Today Ad Meter with four commercials ranking in the top five. First place went to Bud Light for "Satin Sheets," directed by LA-based Bob Industries' Chris Hooper through DDB, Chicago. Bob executive producer Chuck Ryant said calls are already pouring in for Hooper's reel but the greatest recognition is coming from outside of the ad community. Family and friends finally know what he does for a living.

Raising a few eyebrows along with some objections were two Tony Kaye-directed commercials out of Ogilvy & Mather, New York. Created for the White House Office of National Drug Control Policy, the spots inform viewers that money spent on illegal drugs supports terrorist activities.

"For me what it said was, 'Hey, you can ruin your life or kill yourself with drugs, but that doesn't really matter,'" commented Mark. "But you'll be a terrorist if you take drugs. I just don't believe people are going to buy it, as opposed to the 'Truth' campaign where they really get to the heart of it with the rat coming out of the sewer and dying. At least there's some attitude there. There's a little fear in that one."

Mark makes a valid argument, namely, that this year's Super Bowl ads failed to push any buttons. "People are harkening back to an idyllic past because of terrorism," stated Mark. He illustrates his point with Pepsi's 90-second Britney Spears commercial out of BBDO, New York.

"The brand positions itself as the choice of the next generation and people who think young, and then proceeds to take you back in time. People want to go back to a time of black and white where everything is simpler and safe."