There are two kinds of creative television Super Bowl commercials.  There's one kind of creative that makes GoDaddy commercials that made to repel, to be cruel to unattractive people, and put pretty people on a pedestal for the world to (supposedly) laugh at.  Not with.  At. 

And there are people who create commercials like the Budweiser Clydesdale one.

http://www.youtube.com/watch?feature=player_embedded&v=o2prAccclXs