Is it just me or have the Super Bowl ads been terrible the past few years. The only ones I can remember are the K-Fed one and the Snickers one with the guys kissing. The big timers are now paying upwards of $2.7 million per 30 second spot, and here are the early highlights from some of the spots airing on February 3rd. Via Sports Business Daily and others....

Victoria's Secret: Plans to air an ad during Fox' coverage of Super Bowl XLII, the brand's first ad on the game since '99, aiming "to give a boost to its struggling business," according to Amy Merrick of the WALL STREET JOURNAL. The 30-second spot is scheduled to air during the second half and will promote the retailer's Valentine's Day merchandise. Victoria's Secret CMO Jill Beraud said that the company "spent 'a little less than the average' going rate" of about $2.7M for the spot. The ad will be posted on the company's Web site after the game.

The in-house-produced ad features model Adriana Lima, "a football and words that will scroll across the screen." (Wall Street Journal)

Pepsi: Through a Super Bowl spot featuring musician Justin Timberlake, will advertise a new promotion in which "consumers who buy Pepsi drinks will receive points that can be redeemed for music downloads" on Amazon.com. Amazon and Pepsi "will give away up to a billion songs" and other prizes including DVDs and electronics.

The ad would mark Timberlake's first appearance affiliated with the Super Bowl since he performed with Janet Jackson at halftime of the '04 game

PepsiCo recently in L.A. filmed two ads for its Amp Energy drink brand featuring NASCAR driver Dale Earnhardt Jr., whose No. 88 Hendrick Motorsports Chevrolet is sponsored by PepsiCo's Amp brand. The two spots, created to raise "awareness and sales" for the energy drink, are "in a pool of ads in testing" to determine which will make the Super Bowl; PepsiCo has bought two minutes of ad time on the game. In one of the spots, Amp "gives Earnhardt the energy to take on a camel," and in the other a "human powered" gorilla. (USA Today)

Drugs: The White House Office of National Drug Control Policy, which "has a history of running grim, discomforting commercials" during the Super Bowl, will run "at least one commercial" during the game. The "edgy, serious ad [via Draft FCB] is bound to stand apart from the bulk" of typically humorous Super Bowl ads (Ad Age)