When trying to woo customers with clever Super Bowl ads, companies run the risk of being too entertaining, according to new marketing research. To suss out the characteristics of the most-compelling television ads, Harvard Business School professor Thales Teixeira conducted a series of experiments, in conjunction with the MIT Media Lab and Affectiva, a local emotion-tracking software company. Teixeira discusses the research in this article by Kim Girard, which first appeared on the HBS Working Knowledge website.