So much for "the streak." One of the four men lauded in Visa ads this fall for never having missed a single Super Bowl missed the Super Bowl on Sunday due to illness. Robert Cook, 79, of Brown Deer, Wis., a big Green Bay Packers fan, was hospitalized Thursday and had to send his daughters to Dallas instead. "He's depressed," his wife said late last week. "This is sad for him. … He doesn't want to be there." Perhaps the Visa campaign from TBWA\Chiat\Day jinxed Cook. In many ways, the ads seemed to be an off-putting celebration of football over family. (One of the guys, Larry Jacobson, once gave up the chance to adopt a child because he had to be present at the birth—which fell on Super Bowl Sunday. He ended up adopting two different girls instead—so he literally has different children because of his obsession.) In his Visa spot, Cook says: "I'm going to make it to the Super Bowl game, there's no question about that. No matter what." Sorry, Bob. Maybe next year.