Advertisers keep their heads in the game

In the advertising world, building buzz is the pregame game. Coca-Cola is readying an update to the Mean Joe Greene commercial featuring Troy Polamalu and his bountiful hair. (Coca-Cola did not return calls seeking confirmation.) “Everybody’s been waiting for the next Mean Joe spot,” says Bob Horowitz, the executive producer of Super Bowls’ Greatest Commercials, adding that Mr. Polamalu is known for his charisma and not his crankiness.