In the case of Sodastream, the company had to fork over the price of a Super Bowl ad to make the campaign work, but the real magic had nothing to do with the actual time on screen.

FORBES: David and Goliath: Sodastream's Striking Super Bowl Success

Both Obama and, to a lesser extent, Ryan missed an opportunity to establish some principles that would guide the ongoing budget work, which has been characterized on both sides of the aisle by disorganized and ad hoc, nearly random, cuts or enhancements to various programs.

FORBES: Responding to Obama's Budget Plan

This Super Bowl initiative lets Pepsi play in the ad game but with its consumers creating the work about some of its indulgent fare.

FORBES: Pepsi's Savvy Super Bowl Ad Play

Even if the money is there, this sort of attack ad may not work as well as it used to.

NPR: Money Woes Muzzle Independent Political Groups

Ad hoc work will now take place over a number of years rather than the six months originally planned.

BBC: Bournemouth Spur Road ?20m government funding refused

Around the country people skipped work to fill movie theaters at 37 multiplexes where Cinedigm digitally broadcast the same ad-free feed of the memorial that was being broadcast to press at the Nokia Theatre across the street from the Staples Center.

FORBES: The Star Economy

We will also work to improve the user interface and functionality with the goal of making Atlas the most effective, intuitive, and powerful ad serving, management and measurement platform in the industry.

FORBES: Facebook Finally Pulls Trigger, Buys Atlas Ad Server From Microsoft (*Updated With Comment)

Ad agencies have always lifted up every inch of the kimono, providing multiple examples of spec work.

FORBES: When To Give It All Away To Get The Client