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“Now, you have to put all this other stuff around your commercial to make it the kind of spot consumers want to talk about,” Mr. “In the old days, you had to put extra sizzle into your commercial to get people to notice it, such as elaborate production values or a celebrity spokesperson,” said Jim Nail, chief strategy and marketing officer at Cymfony, a company in Watertown, Mass., that specializes in brand monitoring. Today, they have afterlives because they are being made available on dozens of Web sites, written about on blogs, forwarded to friends as video clips and even scrutinized for the brain-wave patterns they generate in viewers. Years ago, Super Bowl spots pretty much disappeared after the one or two times they were shown during the broadcast. The Snickers commercial offers a cautionary tale about the echo chamber Super Bowl advertising has become. Masterfoods, which received complaints from the Gay and Lesbian Alliance Against Defamation and the Human Rights Campaign that the commercial was homophobic, also took down related material on a special Web site (). Complaints about its Super Bowl commercial for Snickers candy - showing two men committing violence against themselves after they accidentally kiss - led the company to decide late yesterday that it would withdraw the spot. FOR the teams that play in the Super Bowl, the day after the game is reserved for planning victory parties or promising, “Wait till next year.” For Madison Avenue, the day after has become D-Day, given over to discussing and debating the myriad data that become available about the response to the commercials from the game.Īnd while the news was good for some Super Bowl advertisers like Anheuser-Busch and Nationwide Financial, it was unusually bad for the Masterfoods division of Mars.