No jokes? No cleavage? No explosions? Big deal. There's not a single thing wrong with this Super Bowl spot via GCI Group in New York an ad all about contact lenses with a lot of oxygen permeability. The big O2 around each eye pretty much tells the story. The spot didn’t score well on USA Today’s Super Bowl Ad Meter, but as many observers have pointed out, that’s a measure of a viewer panel’s entertainment -- not goals like brand awareness or intent to buy.

BRAND: Ciba Vision

YEAR: 2005

AGENCY: GCI Group

SUPERBOWL: XXXIX