Their tongue-in-cheek 15-second super spot was a plug for the "Late Show With David Letterman," but it mostly provided a boost for Mr. Leno, who was villainized by Team Coco as the Judas of late night.
The duos work has been lauded by major awards shows such as the Clios and Cannes Lions, and their 2008 Super Bowl spot for Tide featuring the talking stain was named among the top 20 Super Bowl ads of all time by Advertising Age.
The commercial Emmys that Wieden & Kennedy won the last three years were: "The Man Your Man Could Smell Like," for Old Spice, sold by Procter & Gamble, 2009; "The Heist," a Super Bowl spot for Coca-Cola, sold by the Coca-Cola Company, 2010; and "Born of Fire," a Super Bowl spot for the Chrysler Group, 2011.
And a dream sequence echoed a 2012 Super Bowl spot for Kia.
Another Super Bowl spot, for Bud Light, was centered on the comedian Carlos Mencia.
The first-ever Super Bowl spot for a yogurt came next, with an ad for Dannon Oikos Greek yogurt with John Stamos.
The H&M retail chain ran a Super Bowl spot for the first time, to promote David Beckham Bodywear, a new line of underwear endorsed by the soccer star.
Also, Teleflora, which had previously announced that it would be a sponsor, said its commercial would feature the model Adriana Lima; she is also scheduled to appear in a Super Bowl spot for Kia.
Gay and lesbian organizations complained about another Super Bowl spot, for Snickers, centered on an inadvertent gay kiss; Mars, which makes Snickers, withdrew the spot and related video clips online after the groups decried the material as homophobic.
In their hands, after all, those techniques were stunningly successful, from Mr. Clow's "1984" Super Bowl spot for Apple to Mr. Riney's "morning in America" re-election ads for Ronald Reagan.
