Highly produc and entertaining Super goblet commercials have been the norm in modern years.

Highly produc and entertaining Super goblet commercials have been the norm in modern years, and despite the circumstances of Sept. 11, ad executives say like ads will still prevail. still conspicuous over-selling may not; nor will flag-waving ads with too abundant patriotic zeal or anything that might make angry viewers.

In other words, don't await too much creative risk-taking.

``[Clients] are afraid of looking extravagant to shareholders in a down time,'' said Jeff Goodby co-chairman of Omnicom Group's Goodby Silverstein & Partners, San Francisco. ``Ironically, persons that can afford [the Super Bowl] will avoid it because it