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Dogs, Babies, Horses, Goats, Funny Old People, Skin, Stars, Romance, Humor, Patriotism.

Judging from this year’s Super Bowl spots, the surface of advertising doesn’t change much. The old saw about Dogs and Babies still applies. When Doritos brings in crowd sourcing, it works best when there are men in dresses or greedy goats. When Coke tries to go social audience participation, it falls flat due to the lack or poor use of any of the above.

Media channels change fast. Human nature changes so slowly that the safest operating assumption is that it isn’t changing at all.

We’re wired for cute, sexy, funny, touching, and exciting.

Dogs evolved to get us to share our food and fire. Babies are the perfect machines for getting us to give up the rest of life to protect and feed them.

Creative advertising agencies can’t trump evolution. We can only invent better ways to meet it in the marketplace.

With all your innovation, remember — perhaps literally — not to throw out the baby with the bathwater.