Like millions of others, I sat glued to the TV watching the Super Bowl this past weekend. Besides enjoying a great game, I also had high expectations for the ads this year.

After all, at $3 million for a 30 second ad and the economy in the dumps, the pressure was on to deliver. Unfortunately – most didn’t. While we saw our share of talking babies, monkeys and 3D commercials few efforts went beyond that and encourage users to participate with the brand. At a time when agencies have shed nearly 7,000 jobs we need to think not only about buzz, but creating results with call-to-actions that drive response, encourage participation and create an ongoing relationship.

I’m not saying you need to sacrifice creativity, I’m saying advertisers need to demand that their agencies think bigger and be accountable to deliver creative ads that drive more than buzz. So who hit it out of the park? For more including the hits and misses, check out my byline on DM News today!