With all the hoopla around the commercials aired during the Super Bowl, the best spot was Google’s. Bud ran some really lame, sophomoric, weak spots, (hey, I’m all for sophomoric, it just needs to funny, hell, I loved “The Hangover”). Of course Dorito’s big thing was airing commercials by amateurs that entered a contest. Some were no worse than the “professional” ones. Well, back to Google. It was simple, memorable and really communicated in an emotional way the power of Google. Humanizing a search engine isn’t easy, but the creatives on this pulled it off famously. No sophomoric humor, no over-budget special effects, no sports celebrity. Just a solid, humanizing idea.