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Doritos. I saw this spot on the Super Bowl at a pretty loud party, so I missed some of the more delicate nuances. For instance, as the Blade Runner-like superbabe turns her back and walks away, the voiceover sensitively happens to be saying, "It's the whole new shape that deserves to be eaten. In very loud ways."

The special effects suck, though. The people are the kind of hip automatons that will make us slap ourselves in the forehead 10 years from now.

And beyond that, what does this spot say? Perhaps something like: "That woman can eat. And how!"

Agency BBDO/New York

Director Steve Chase, Reactor

Cartoon Network. If you've read Ian Frazier's Coyote vs. Acme, and you should have, you know where this idea came from. There's also a lot of Roger Rabbit humor in here. But you forget where it all came from and laugh anyway.

The idea is that there's a very serious, dramatic cartoon rescue hotline -- humans who field emergency calls from cartoon characters in distress. For instance, one of the operators has to reassure a falling character that he will hit the ground, make a big hole in the shape of his body and, if he's lucky, accordion back to life. Another advises a character being held at gunpoint to reach behind his back and produce an enormous mallet.

Besides being humorous, the device truly reminds you of the fun of having a shared cartoon tradition.

Agency In-house

Director Bruce Hurwit, Crossroads

Miller Lite. I used to say that I liked watching this stuff, but didn't know what it had to do with anything.

The latest batch, however, slaps my face down. These are, for the most part, brilliant spots that I really look forward to seeing. I think that they even kind of, you know, sell beer. In what can only be described as bad Romanian fairy tale film style, a love affair between a girl and a robot is dashed when the latter tries to drink Lite, short circuits, and then returns to her recycled as a beer can. (That old story again?) In another, a couple of professional wrestlers on the mat don't even come close to hitting one another and yet react as if in excruciating pain. Later, they miss their glasses when they pour the Lite and miss their mouths when they drink it. And in my favorite, a guy looks like a 1973 aluminum siding salesman, wags like a dog whenever he's given a Lite, uncontrollably spraying beer every which way.

Agency Fallon McElligott

Director Traktor, Partizan

Hornitos tequila. When the aforementioned Miller Lite campaign began, there was much made of this Dick character and how he was assigned to write the new campaign. Very inside stuff. We see into advertising. Whoa. Thankfully, when they lost that angle, the campaign began to take off.

This outdoor campaign relies on a similarly inside stance. But unfortunately, in this case, if they dropped the stance, there'd be nothing left. The boards tell us, ad nauseum, that this is the "teaser campaign" for a new tequila, as if anyone knows or cares what that means. It even calls itself "brilliant," which is meant to be funny, but usually isn't.

There are a lot of these boards where I live, and I must admit, you do notice them. But they stick in your head the way a really bad song like Elton John's "Philadelphia Freedom" might. You don't want them there. Make them stop. And doesn't that lime green remind you just a little of Altoids? Is that good?

Agency Cliff Freeman & Partners

Jeff Goodby is partner/co-creative director at Goodby Silverstein & Partners,

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