Who Came Out on Top in the Leno and Letterman Super Bowl Ad?

Last night's Super Bowl may have been a sentimental victory for New Orleans, but let's take a moment to honor the other disaster survivors who celebrated a win: David Letterman and Jay Leno. Both parties, recovering from a year of scandal and weeks of monologue warfare, shocked viewers by appearing side-by-side (well, with Oprah lodged in between) for a spot promoting the Late Show with David Letterman. The commercial, which easily trumped anything starring a Simpsons character or even a mud-soaked Betty White, "wasn't done to help Dave or to help Jay" but "to entertain people," maintained Late Show producer Rob Burnett, shortly after the commercial aired last night. Regardless of Burnett's statement, the ad was obviously a boon for both Letterman and Leno -- but which host came out on top of this PR goldmine? Movieline analyzes the power plays after the jump.

Before we crown the Super Bowl late night winner, let's review how the magnificent trio pulled off last night's star ad.

Pre-Game Analysis

David Letterman

After CBS offered the Late Show a 15 second spot during the Super Bowl, Letterman "wrote the bit himself." Mr. Burnett said. "He just thought: it's the Super Bowl, you're supposed to entertain people." Effort: 5 / Desperation: 2

Oprah

Ms. Winfrey, who appeared with Letterman in a similar Super Bowl ad in 2007, was contacted first and agreed immediately. She flew into New York on Tuesday and entered the Ed Sullivan Theater using a side door during the live taping of Tuesday's Late Show to maintain secrecy. Effort: 7 / Desperation: 0

Jay Leno

Burnett then called Leno's executive producer Debbie Vickers, who "laughed for about 10 minutes" and then ran the idea past Leno. Leno agreed but needed permission from NBC CEO Jeff Zucker first. Once permission had been granted, Leno flew into New York on the NBC corporate jet last Tuesday (NBC had previously scheduled The Biggest Loser in his 10 PM time slot to compete against the Lost premiere). Like Oprah, Leno agreed to enter the Ed Sullivan Theater through a side door but went the extra step by adopting a disguise of a hoodie, mustache and sunglasses. Effort: 10 / Desperation: 10

Conan O'Brien

Nikki Finke reported this morning that Rob Burnett contacted Conan's producer Jeff Ross last week, "who said they had too much going on to consider it." Effort: 0 / Desperation: 0

Mid-Game Analysis

Once both Leno and Oprah were safely secured in a green room, Letterman finished taping his show and then greeted his guests. Said Burnett, "It was very friendly, very professional, totally cordial...You could tell these were two guys who have known each other for a long time." The spot was shot inside 25 minutes and then "Mr. Letterman thanked his guests and they said a cordial goodbye."

Post-Game Analysis

David Letterman

As much as his Late Show executive producer maintains that the commercial was just done for laughs, it proved that Letterman has gone through a dramatic change of heart since his monologues two weeks ago in which he savagely tore Leno apart night after night. Either that, or he is entirely aware of how desperate Leno is to improve his standing with the American public, and is not above exploiting that for his own benefit.

Verdict: Letterman has crested into PR genius territory.

Oprah

No harm, no foul. Record another accomplishment in her play book -- reunited Jay Leno and David Letterman mid-Super Bowl.

Verdict: She is still the closest thing America has to God.

Jay Leno

The weakest player in last night's line-up, Jay Leno knew that his public standing was so bad that even appearing in an ad for his late night rival would rally support. Even if that meant flying 3,000 miles in a fake mustache for a 25-minute shoot in which you sit idly by while your late night foe mocks you. Leno may have proved that he is willing to play along at anything to get ratings (even if that means sacrificing his own pride), but Letterman gained the better half of self-respecting viewers by this power play.

Verdict: May have scored a few more sympathy votes from middle America, but his desperation is still obvious and not any more attractive.

· How the Letterman-Oprah-Leno Super Bowl Ad Came Together [NYT]