Though the specifics of that payoff (is Danica actually going to remove her jacket and expose herself?) are very enticing, I think the larger issue to pay attention to is: how can advertisers explicitly use suspense, uncertainty and payoff to drive audiences to do something? Here's the last frame of the Danica spot:

To make this more tangible, consider this: The SoBe LifeWater ad was easily the most impressive use of special effects of all the Super Bowl ads. No doubt the SoBe LifeWater folks spent heavily making the ad, and then paying supermodel Naomi Campbell to dance with the pack of lizards to Michael Jackson's "Thriller." It certainly qualifies as the kind of thing that people would be interested in seeing more of, had SoBe LifeWater teased fans the right way at the end of the ad.

But they didn't. Instead, they simply flashed the URL "Thrillicios.com" at the end of the spot. Nothing was said about what to expect there, why you should go there, what surprises were in store, etc. (In fact there are 2 very funny and clever "episodes". And by the way, does this imply a new Life Water iguana series? Who knows?). Here's the last frame of the SoBe spot:

As I said yesterday, advertisers need to understand how to use broadband video to evolve Super Bowl ads from having big-time entertainment value to having big-time engagement value. Some like GoDaddy get this, while many others, like SoBe LifeWater, are still on the learning curve.