Super Bowl XXXVII Raiders entered the game favored to win in their first Super Bowl in 19 years. They were also the first franchise to appear in the Super Bowl in four decades (1960s, 1970s, 1980s, 2000s; the 1990s was the only decade that they did not appear in the Super Bowl). However, much of the media hype surrounded the Gruden trade prior to the season. This forced league commissioner Paul Tagliabue to issue a statement that he might ban all future trades for coaches involving draft choices because it might compromise the draft. A distraction for the Raiders was that starting center
Crash the Super Bowl the game from a private box in the stadium. The ad that won the public vote was "Free Doritos" by Joe and Dave Herbert of Batesville, IN. "Free Doritos" did score the #1 spot on the 2009 Ad Meter poll and the Herbert Brothers won the million dollar bonus. Frito-Lay also decided to air a bonus Crash the Super Bowl ad, "The Power of the Crunch", later in the game. The third installment of the Crash the Super Bowl commercial contest was launched in the fall of 2009. In this version of the contest, fans were encouraged to "Take the