Mail Boxes Etc., the business center chain, made a repeat Super Bowl appearance in 1997 with this spot by Kenneth C. Smith Advertising putting an outdoor adventure service front and center. "Kodiak" switches from the prior ad's featured vehicle, the Oscar Mayer Weinermobile in "Top Dog," to a seaplane.

Mail Boxes Etc. came back to the Super Bowl in 1998, this time kicking off a contest awarding costly big-game ad time to a small business winner ("Pocket Pump," years before Intuit would do the same for GoldieBlox ("Come on Bring the Toyz") and Death Wish Coffee ("Storm's a-Brewin").

Director: Brent Loefke. Production company: Vihlene & Associates.

Marketing director: Fred Morache. Advertising director: Barbar Janszen Hunter.

Creative director: Rich Badami. Art director: Scott Mayeda. Agency producer: Lauren McMullan.

BRAND: Mail Boxes Etc.

YEAR: 1997

AGENCY: Kenneth C. Smith Advertising

SUPERBOWL: XXXI