Secret Super Bowl Ad Featuring Letterman, Leno & Oprah Was Dave's Idea

The New York Times: According to staff members of the “Late Show with David Letterman” who were on the scene that day – including the executive producer Rob Burnett – it all happened because Mr. Letterman had an idea he thought would be truly funny: a Super Bowl ad that featured the two longest-running adversaries in late night, sitting with Ms. Winfrey as though at a Super Bowl party.