The general consensus seems to be that Fallon's Loctite Glue won the Superbowl.
See Loctite Glue spot.
The spot was funny and creative but as I walked through Home Depot the other day, I saw the Loctite Super Glue display. $3.48 for a little bottle. Assuming that Home Depot makes a $1.00 or so in mark up, that means Loctite needs to sell two-million or so bottles just to pay for the media (fuzzy math, not real math).
For a product that you only use occasionally, that seems like a tall order to me. It is not the low price point but the infrequency of the purchase/need that makes it look like a curious choice for the Superbowl.
I have read that Loctite spent what amounts to their entire marketing budget on the spot. Time will tell if it was a wise investment.