Super Ads vs Super Campaigns?

As we watch the Super Bowl ads this weekend, we should ask whether these firms are launching a great 60 second commercial that is essentially a standalone act, or is this ad part of a broader campaign? Does this ad fit into an integrated marketing campaign? Has social media been used effectively before and after the ad runs? I suspect that some firms expend a great deal of money and energy coming up with a hilarious or provocative ad, bit they haven't worked out the big picture as well as possible. That is a wasted opportunity.