Not the ads. Those were the usual grab bag of over-wrought, borrowed, bewildering, empty, developed-from-the-same-focus-group… and the occasional pearl.

No, we’re talking the game. Specifically, the game that the challenger brand played.

When you’re the underdog, it’s hard not to think about your competition more than yourself. Even successful strategies of disrupting your opponent’s game are, by definition, about the other guy, not you.

And wins based upon the spoiling strategy… they happen, but they fail to get the blood boiling.

Winning is the goal, of course. But as Phil Jackson once said, when he was coaching the Chicago Bulls, winning in an inspirational way is even better.

The Saints didn’t blink. Not even when the first quarter smelled awfully like a rout-to-be in favor of the favorites.

Instead, they played aggressively. They went for it on fourth and one. They attacked, even in defense. They surprised everyone with a gutsy onside kick to start the second half. And a blitz they unleashed on Manning forced a hurried pass - intercepted and returned for the nail in the coffin.

The Challenger Brand Strategy, as MVP of Super Bowl 44. That would be my vote.

Image by the justified sinner