Super Bowl advertisers should not ignore strategy just because they've got buzz-making creative to field, writes Steve McKee. Be sure your message is relevant, simple, visual and has the kind of production values that make it worth the investment. Don't be afraid to provoke thought, as Apple spots have, or stir emotions, as Mean Joe Greene did for Coke. Also, make the Super Bowl spot part of a integrated campaign. "Today, every Super Bowl advertiser looks for a way to make its commercial endure after (or before) the game, and new online and mobile media options continually expand the possibilities," McKee writes.