Super Bowl Ads Have Web Focus Internet advertisers, making their most ambitious use yet of TV's most expensive commercial showcase, ranged from poetic to prosaic in trying to make names for themselves in Sunday's Super Bowl telecast. Monster.com, the job site and Super Bowl repeater, ran a black-and-white ad that showed a woman listening to passersby recite poetry by Robert Frost about how taking the road less traveled had made all the difference. Two others poked fun at themselves in their commercials. The online broker E-Trade showed two men and a monkey in a garage, clapping in time to cha-cha music. ``Well, we've just wasted $2 million. What are you doing with your money,'' one of three ads from E-Trade said. Lifeminders.com, a Web site that delivers personalized e-mail to its members, ran an ad that consisted of a typewritten message that started by saying ``This is the worst commercial on the Super Bowl.'' But the ad explained that while the company wasn't good at advertising, it was good at alerting its subscribers to items they may be interested in seeing. Seventeen dot-coms, as Internet companies are known, were among about three dozen advertisers who paid a record average of $2.2 million for a 30-second commercial on the ABC telecast which saw the St. Louis Rams beat the Tennessee Titans, 23-16. Only three dot-com advertisers were involved in last year's Super Bowl telecast, and this year's participation by many more of them helped pushed the ad price up nearly 38 percent from last year's $1.6 million average. Among the other dot-coms, the pet supplier Pets.com featured its sock puppet singing Chicago's ``Don't Go'' in a plea for pet owners to stay home with their pets and use the Web site to get what the animals need. Healtheon/WebMD, which runs an internet health care site, showed film taken earlier this year of revered former heavyweight champion Muhammad Ali shadow boxing at his home. Ali, who is suffering from Parkinson's, doesn't speak in the ad but the text indicates he hopes the Internet can help make medical advances. Hotjobs.com, another repeat Super Bowl advertiser, was back with an ad that makes a computer hand its icon, driving a hard bargain with a prospective employer. A third job site, Kforce.com, made its Super Bowl debut, offering itself as the alternative to ``Internet job sites that lead you nowhere.'' But Internet advertisers weren't the only ones gaining attention with unusual Super Bowl advertising. Federal Express delivered the helium that gave the lollypop gang their distinctive voices in welcoming Dorothy to the Munchkinland in an ad that used clips from the classic ``Wizard of Oz'' movie. Paralyzed actor Christopher Reeve appeared to rise from his chair in an ad for the mutual fund company Nuveen Investments which advised viewers to ``invest well'' and possibly bring about the day when Reeve and others could be recognized for overcoming spinal cord injuries. Anheuser-Busch was the single biggest advertiser in the game with five minutes of commercials. In one, it creates a parody of dog-food ads by having the dog describe it keeps its owner happy and healthy. In another ad, a dog on a movie set produces the required yowl only by recalling its worst moment - when it ran into the side of a van as it chased a Budweisier truck. Former hockey star Wayne Gretzky drives a tipsy friend home on a Zamboni in another ad for the brewer. Pepsi-Cola pitched Mountain Dew with an ad that showed a bicycle rider outracing a cheetah, and then reaching his arm in the cat's mouth for a stolen can of the soft drink, Cats also figured in a Bud Light ad where a man was cornered by his new girl friend's tiger when he took a Bud Light from the refrigerator. EDS showed cowboys herding cats in another commercial, which EDS said is like the tough job it does managing technology for its customers.