Advertising during the Super Bowl may not have changed much in terms of audience size and absurd charges, but the material has—or at least, where the material comes from has changed. According to dozens of surveys, polls, and analyses, nearly all the top-ranking commercials were either created by consumers or produced internally. Advertising agencies may have made their mark with the Snickers commercial during the Super Bowl, but many others missed theirs. It may be time to rethink traditional advertising schemes when 30-second spots like the two Doritos ads (see above), which were…

