BTW - Did you see the photographers all jump away when they doused the coach w/ Gatorade? Hilarious.
In my mind, the main purpose of the superbowl is to put your name out there to a broad audience that might not be familiar with your product (Think Apple's 1984 ad). If you can capture your audience's attention well enough to steer them to your product page to learn more, then your probably going to do well. Otherwise, you've got to be selling something that's being consumed at the moment (Beer & Soda) this helps cement the relationship between football and consumption of said product.
Nikon already has pretty good brand recognition and doesn't really have a product to launch at the moment, so I'm not sure what good a super bowl add would be.
My favorites? Probably the Home Away (Chevy Chase\Family vacation spot) and the FloTV add (man suffering from spinelessness syndrome). The only other add I remember watching was the weird eco-police add, but of course I can't remember which car it was for.