Alongside gags, Super Bowl ads plumb male psyche

Sidestepping the usual slapstick comedy and animal tricks, a number of advertisers tried to score during Sunday's Super Bowl with commercials that tapped into men's ambivalence with their everyday lives.

In the battle among advertisers, Unilever's Dove, Chrysler LLC's Dodge and Flo TV created early buzz with spots that clearly targeted men feeling overwhelmed by responsibility and commitment.

"All three spots delved into a similar theme -- about how men are feeling and their relationship with their role in life," said Professor Tim Calkins of the Kellogg School of Management, who oversees a Super Bowl advertising review.

Another of the most buzzed about spots came from conservative Christian group called Focus on the Family, which created a stir even before the game when it announced plans to run an advertisement.

Some U.S. women's groups urged CBS not to air the ad, which starred college football star Tim Tebow, saying it has a strident anti-abortion rights message.