Safe doesn't win Super Bowls...

....but safe wins the battle of the Super Bowl ads:

Link: Bud/ Bud Light Scores Big During “Ad Bowl” 2006.

Note that edgy promotions from Emerald Nuts and Hummer hurt their respective companies, while Fedex's inane caveman parody (the Geico one was much better! was so!) and those formulaic Bud ads were big hits with viewers. In the non-news of the day, women disapproved of the GoDaddy.com ads.