To vampires to showcase their new l.e.d. lights. >> oh, nice. >> reporter: there's always sex appeal. david beckham's modeling his new line of underwear. watching online or on mobile devices. godaddy's tv ads will feature what's called a quick response code. scan it with your smartphone, and you'll go directly to the advertiser's web page. and coca-cola's polar bears will comment online on the action in the stadium live as it happens. and speaking of animals, they're usually surefire crowd pleasers. volkswagen's betting this tale of big dog versus beetle is a big winner with super bowl fans. d...