Super Bowl commercials: which ones worked?

Monday morning armchair quarterbacks are having their annual opportunity to declare “the best” commercials from this year’s Super Bowl. USA Today has a fairly sophisticated rating system. Mr. Garfield from AdAge has his opinions on video. Everyone seems to have a favorite.

While I liked the Doritos ads, my question is which ones actually worked? Where is the rating system that will report on who got a good ROI? The current opinion-based analysis only reinforces old models for “effective” advertising. I wouldn’t be surprised to find that GoDaddy.com and Cash4Gold.com, while creatively uninspired, actually drove traffic to their sites.

If you hear good evidence that a commercial has worked from a business perspective, please send it along.