Ann Mukherjee, Frito-Lay

With the average cost of a prime ad slot in the Super Bowl hovering around $2.6 million, many advertisers pony up another mil just to produce a slick spot. (After all, 90 million pairs of eyeballs will be watching.) So it’s all the more surprising that one of the ’07 Bowl’s most popular 30-second spots didn’t cost a million dollars at all.

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