The formula in creating a Super Bowl Campaign should be adopted for every campaign. Treat the campaign like you have one shot to instill your brand — your offering into your target. Understand that no matter how well you can target media, your brand does not appeal to the majority of the audience. So, balance the commercial between brand and audience. Finally, make the commercial the front door to the campaign — to something bigger. A campaign people will talk about. A campaign people may be able to take part in (and I am not talking about User-Generated Content). Strive to make every campaign a Super Bowl Campaign.