What can I say. I am a sucker for truth.

And the FedEx/Kinkos ad hit it squarely on the head, with a rundown of cliches necessary for SuperBowl Ad success:
1) Celebrity
2) Animal
3) Dancing animal
4) Cute kid
5) Groin kick
6) Talking animal
7) Attractive females
8) Product pitch (optional)
9) Catchy pop song
10) Bonus ending

I typed this from memory, AND I remembered which company placed the ad. That means it was effective, at least in the sense that a great number of past ads were so funny you forgot the product they were sponsoring.