I watched this year's superbowl in bar/movie theatre packed full with 300 mostly male, drunk Seahawks fans. And I have to say that I learned more about superbowl commercials than in my three years on the job in advertising. If you don't show a barely dressed lady, monkey in a suit, Neanderthal or a streaking sheep within the first 10 seconds of the commercial, then people are going to simply just boo you. Even if you try to make up for it in the later part of the commercial with some clever joke, it's just not going to work. People won't forgive, nor will they even pay attention. It doesn't matter how much skin you show in the final payoff. That's how it works.