Miller Brewing is getting a lot of mileage from the idea of a one-second Super Bowl ad. It's got an entire campaign microsite with longer ads explaining the one-second idea. You have to be legal age to enter, but if you're reading this, you probably qualify :)
Then there are the new 3D ads, one touting Pixar's Monsters vs. Aliens and one for Sobe Lifewater energy drink. (Sobe Lizard Lake is fun...)
This week I've seen the Super Bowl theme in supermarkets, convenience stores, etc. It's such a big cultural icon (in US, anyway) that I wouldn't be surprised to see the date marked like a holiday on mainstream calendars. It's probably more of a holiday than, say, Groundhog Day or National Boss Day.