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It wasn’t a total bust (the $12.79 Doritos commercial lives on), but last year’s powerhouse Super Bowl advertising trend—user-generated commercials—petered out pretty quickly.

In its place this year several sponsors seem to have gone the opposite route. Under Armour, GoDaddy.com, Victoria’s Secret and Salesgenie.com are all producing their Super Bowl spots in-house. So is the NFL, which in 2007 opened its ad creation process to the entire Web.

In the case of GoDaddy and Salesgenie, the companies are run by their strong-willed, high-flying founders, entrepreneurs who built their businesses from nothing and tend to operate outside the standard parameters of advertising.



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