creativity & pushing the limits

This past sunday was the Superbowl.  The day that millions of people tune in to watch not only the football game but the commercials. --For me, only the commercials.-- This year was a total let down. I know that the economy is suffering and that advertising budgets have been cut drastically, but if you're going to pay for the ad space, then USE IT. For example, last year the etrade ad with the talking baby was a hit. This year they just added another baby and thought that would cut it. Sure, the commercial was cute... but it was "soooo last year". Where was the originality in that? The rest of the commercials too, they were just awful. The Sobe commercial was probably one of the strangest to me. It was intended to be in 3-D but I didn't have 3-d glasses, so what was the point? I know they were supposedly giving them out in places where Sobe was sold, but I never even heard any buzz leading up to that. I just thought that was a strange way to use your ad time during the Superbowl. And like I said, I know budget are low... but I didn't realize that creativity became limited when money does. On Ad team right now, our client has an extremely low budget. So for us, its all about pushing the limits, finding creative out-of-the-box ways to advertise without having to dish out a large sum of our budget. So what gets me is why can't the big agencies do the same? Maybe they thought their ads WERE creative?