Like Jeep's "Snow" in the same game, but unlike virtually ever other commercial in the Super Bowl or elsewhere, No Fear's "Rodeo" doesn't go beyond hinting at a product shot. It's an apparel brand, founded in 1989, but beyond a glipse of the logo on something, all Super Bowl viewers see is the glove, hat and gaze of rodeo champion Ty Murray.

Despite that, or because of it, the internally produced ad was one of Ad Age ad critic Bob Garfield's favorites of the night. "This is as good as an ad can be without giving any clue what is being sold," he wrote. "The answer, of course, is image."

The Super Bowl buy and advertising during the Indianapolis 500 represented No Fear's first TV advertising. The strategy, as No Fear Marketing Director Jim Hancock told Ad Age later in 1995, was to use one TV execution in one big event, then retire the spot.

No Fear's only apparel competition in Super Bowl XXIX was Lee Jeans, a very different brand with a distinct target ("Vibrating Store," "Support Group," "Mannequin").

The brand did not come back to the Super Bowl, but did years later sponsor a Nascar team, a cagefighting league, freestyle motorbike racing and the Nitro Circus extreme sports tour. In 2003, it licensed its name to Pepsico's SoBe for an energy drink. 

Director: Jeff Zwart.

BRAND: No Fear

YEAR: 1995

AGENCY: internal

SUPERBOWL: XXIX