cary hatatch is ceof mdb communicationsns, and matt smith is ceo of smithgiffordrd agency. wewe stole from m your list of favorites. what defines a greatd to you when it comes to super bowl advertising? >> the opportunity to capture the hearts, minds and wallets of the viewewers too intify a product or servi. >> i think we are all talking about l last year's one of the tabret, and memorable kid in a star wars costume. it is interesting to go back and look at myome work. that only ranked third best on the e interest vocal groups. the ones that ranked first and cond, i cannot even remember what they were. why did that one e have the most lasting appeal? >> it is no different than "american idol." i remember when the 1984 apple spot came out. they tried to pull the ad read before the super bowl. >> why? >> steve did not wanant to run it. th could notell the media time to run that. >> so why did it sueed? >> they could not sell the spot. i think i touch the emotions. in the end, wh makes a successful advertisement is you have to rememr when a person is watching television orr o