Commercial highlights

With the Stillers in Super Bowl XL it may seem like a side note, but let’s not forget what… With the Stillers in Super Bowl XL it may seem like a side note, but let’s not forget what happens during the game: the commercials.

Super Bowl commercials in the past two decades have been able to work up almost as much hype as the game itself.

Disney-owned ABC isn’t missing out on their chance to take advantage of that excitement either. According the network, the cost of a 30-second spot this year reached a new record of an estimated $2.5 million.

The peak cost affected many of the big-time companies that frequently advertise on sports programs in different ways. With the Olympics following too closely behind the big game, there have been some Super Bowl commercial regulars who decided to pass on this year’s game. This gives a chance for smaller companies to take the spot.

As usual, you can count on Anheuser-Busch, Budweiser and Pepsi to return, but big names like McDonald’s and Visa have dropped out.

At only $750,000 a spot, both companies have concentrated their interest on the Winter Games.

This makes way for sophomore dotcom companies such as CareerBuilder.com and GoDaddy.com to join the ranks of the classic veterans of Super Bowl advertising.

After last year’s game, CareerBuilder.com caused quite a few water-cooler conversations by featuring an office run by monkeys. According to their Web site, those white-collar primates will be back in action this year.

Ahead of everybody else in terms of airtime, though, is Anheuser-Busch with 10 spots. This year, Budweiser is exploring the serious consequences of consuming “foo foo” drinks. Some of the commercials are already available on Budweiser’s Web site.

Cadillac, a division of General Motors, is sponsoring the game, so you can expect to see several spots from them.

In case your Schick Quattro isn’t enough for you, Gillette took out an ad to introduce its new five-blade razor, the Fusion.

There will also be trailers for the films “V is for Vendetta,” “The Shaggy Dog” and “Poseidon.”

GoDaddy.com caused some pre-game hype by having several of its commercials rejected by ABC for being too overtly sexual. The Web-based company was able to eventually make a cut where model Candice Michelle washes a classic car. There is also an “uncensored” version on GoDaddy.com’s Web site.

Dove’s commercial featuring the soap maker’s “Campaign for Real Beauty” flaunting “real” women in lingerie went through without buzzing any censors.

And last but not least, more than 50 percent of the commercials will air in HDTV format. That way you can see the sweat coming off those bottles of Bud with just as much crispness as you’ll see it on the Bus and Roethlisberger as they take on the Seahawks.