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"We originally saw it as a men's health issue but it had become a performance issue."For the ad agencies creating Super Bowl spots, the pressure is intense.

The hot light of criticism shines on every ad, which is rated and debated sometimes for years.

The great ones can become cultural icons.

In 1984, Apple Computer Inc.

introduced the Macintosh computer in a stunning George Orwell-inspired spot that suggested smashing the domination of International Business Machines Corp."When the game's on, everyone's milling about, but when ads come on, everyone hushes," said Bill Bruce, chief creative officer at the advertising agency BBDO in New York.

"They expect something unique or something special that they wouldn't normally see.

If you don't bring it, you're going to get slammed for it."The types of ads best suited to the big splash of the Super Bowl are those aimed at creating brand awareness, introducing a new product or repositioning a company, experts said.

Perhaps best of all are those that tie into the party mood of the Super Bowl."We find most of our clients are more comfortable with the Olympics - it's a more sob...

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