More information from Chris, this time about Under Armour. When I first saw the mail I had no idea what the ad is for, not recognising the name at all, but looking at the site i see they do high performance sports wear. The Super Bowl ad is for something new, their new performance trainer, the Prototype.

This is their first foray into Super Bowl advertising and they are using it to kick off the campaign for the new show (out May 3rd). The teasers they have out definitely say that this is going to be a serious, heavy hitting ad, to go with their serious gear.

The ad will drive to a site where you can pre-order the shoes; it’s got a pretty good engine for recommending the right type of who for you, asking for your power, speed, or agility types to get the right type for your sport.

On the Under Armor Prototype they have downloadable videos, images and a count down clock (for macs only!). They also entice you to sign up for the email newsletter, where each type of shoe gets its own news. I’m not the right demo for this product so it took me a while to get into, but on digging, I like what they’ve done and think it could have a good impact.

Anheuser-Busch with Budweiser is running at least 9 spots (or maybe 10) during this years Superbowl. They’re promoting them in advance on YouTube where they have 5 teaser clips. Breathe Fire and X-Ray Vision both appear to talk about how Bud Light can give you superpowers; I’ll be keeping an eye on these as I know that in the UK at least, you’re not supposed to imply alcohol can do things like that. They’ve got cavemen in Wheel and lessons on picking up women in Language in Love. But my favourite so far is Team - I so want to know if Hank succeeds.

At budbowl.com, they also have a different approach. You can register there (or at budlight.com or budweiser.com) to get involved in rating the ads. After each ad during the game, you’ll get a text message asking you to rate the ad. You’ll also get an invite to view an exclusive 11th ad that is only available via mobile video or on budbowl.com which you can then send on to your friends. All the ads are going to be downloadable and sharable after the game, to keep the buzz going.

I like what AB are doing with the support around what one of the biggest buys of the day. They’re encouraging ongoing interaction with a a small payoff a the end, which I’m sure will get the target audience involved. It invokes the text voting that is common with US TV shows now, getting people involved in deciding which thing is best.

Right up at the top this week, well at no 2, is a video that at first glance is not commercial. It’s for ideablob.com, a place “where entrepreneurs and small business owners can share and grow their business ideas”. The people behind it are Avanta, a credit card and small business loan company, not your usual YouTube content provider. The video is not your normal video either, being an exploration about ideas and what they are, but at 1.2 million views, it looks like it caught the imagination somewhere.

Rudy Gay is busy promoting the Sprite Slam Dunk competition, or at least his entry in it. Load up a video of you doing a Slam Dunk and the favourite one gets performed by the player in the competition. Not strictly speaking a commercial video, but the promoter gets enough plugs.

Next up from Sunsilk, at 54, a promotional ad for a new competition they are are running - it’ll also show during the Superbowl, making this the first big game ad I’ve seen on the chart. Tied into Life Can’t Wait, they are looking for you to tell your story, but only from Feb 1 on MySpace. The video is not a version loaded up by Sunsilk, but from Spanish music blog, Only Pop, who have reported on the stars, Shakira and Madonna (plus Marilyn Monroe) who are in the video .

Finally, the front page promotional spot is taken up by a Vauxhall Corsa supported ad from the Cmons. The competition has been running for the last 2 months so it looks like they are looking for a last minute boost to the numbers.