DDB's Scarpelli on Super Bowl spots

Bob Scarpelli, top creative officer for DDB U.S., says that creating spots for the Super Bowl energizes creative personnel, but the true value of such high-profile advertising for an agency is as "a good calling card" for new business. Scarpelli also predicts that the South Asia tsunami won't discourage advertisers when it comes to running humorous Super Bowl spots, but at the same time, concerns arising from the infamous wardrobe malfunction at last year's halftime show have made advertisers and the network "very aware of what (ads) they are putting on during the game."

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