Super ad machine in overdrive

0 Comments | USA TODAY, February, 2007 | by Michael Hiestand

As the Woodstock of

corporate America, the Super

Bowl makes it easy to

overdose on hype.

The cross-promotion can

be dizzying. The U.S. Air

Force will get a pop in a

taped feature on CBS' pregame

show from taking

CBS analysts Boomer

Esiason and Shannon

Sharpe aloft Friday with

its famous Thunderbirds. For CBS announcers

Phil Simms and Jim Nantz,

calling the game is just one of their

Sunday CBS on-air appearances, which

will range from appearing on Face the

Nation to playing themselves on CBS'

Criminal Minds after the game.

And in truly breakthrough marketing,

the...