This is a good URL address to watch the Super Bowl 2010 ads. 

It is worth noting that the most memorable and talked-about commercials have been created or suggested by consumers -or produced internally by the sponsors -rather than the work of agency professionals. 

The winners, according to a cascade of surveys, have been the Doritos commercial -created by consumers- and the Google spot -created internally.

Should the brands fire their agencies and have users create campaigns?

The NYT has an interesting analysis.