So, in case you hadn't noticed, the Super Bowl is a big deal. Even if you don't care about football, this seems to be a cultural event in America that captures the attention of millions. According the my local newspapwer, 106.5 million people watched the Super Bowl last year--nearing the 132.6 million who voted in the last federal election. Countless celebrities can be spotted in the stands, the biggest names in music perform the national anthem and halftime show, and--last but not least--advertisers save their best commercials for this one day each year. As a matter of fact, while only 39% of viewers remembered who won the Super Bowl last year, 66% remembered their favorite advertiser. The Super Bowl isn't just about the game; it's about the commercials.
Now, there were several deep, philosophical aspects of Super Bowl XLV that I could write about. The passion with which players play the game. The strategy involved in advancing the ball upfield. The psychological pressure players face from performing in such a large-scale event. The list goes on. I thought it would be more fun, though, just to pick my favorite ads. So, here they are.....
Best Movie Preview: Dreamworks' "Kung Fu Panda 2." The opening line: Jack Black's Panda Bear character says, "My fist hungers for justice." When then hear his stomach rumble violently to which he responds, "That was my fist." We then see him and the rest of the Kung Fu Panda gang fighting random opponents while the tune from Queen's classic plays in the background and the words, "We will, we will WOK you" are super-imposed on the screen. Makes me want to see it.
Best Car Ad: Kia Optima's "Epic Ride." A series of powerful creatures steal the Kia Optima throughout this commercial. First, a police officer steals the Optima from a couple. Then a wealthy man on a yacht has it stolen via helicopter, forcing the police officer to leap into the water below. Just as the Optima is about to land on the rich man's yacht, Neptune arises from the waters and snatches it. But he has competition. An alien mothership comes down from the sky and abducts it. As the aliens are joy riding, a dimensional portal opens up and sucks the car into it just as the aliens teleport away. The car ends up beside a pyramid in some ancient civilization as tribal warriors raise a victorious cheer. Clever stuff.
Best Budweiser Ad: Bud Light's "Product Placement." Let's admit it. Budweiser deserves its own category and this year's winner in my book is the product placement ad. The scene opens up to a film producer capturing a swashbuckling, damsel-in-distress scene for a movie while a bottle of 'Brush-X' disinfectant sits oddly on the counter. He asks what it's doing there and the assistant informs him that it's product placement and, if they do product placement, they'll get a lot of free stuff. The next several scenes are shown with product placement of Bud Light in excessive proportions. A musketeer crashes through a stained-glass window with Bud Light painted on it, banners displaying Bud-Light fall from the ceiling, the hero frees his lady but pelting his opponent in the head with a Bud Light, and a Bud Light truck crashes through the wall at the end. It's funny to see marketers playing up the absurdity that sometimes surrounds product placement.
Best Story: Chrysler's "Eminem Detroit." Chrysler's revamped and rebadged Sebring, the Chrysler 200, is shown strolling through the streets of Detroit. Images are displayed of workers going about their daily routines, athletes practicing in the streets, and old buildings standing in post-industrial decay. The voice reminds us that this is where true luxury comes from. Toward the end of the commercial, we see Eminem (who grew up in Detroit), get out of the car and walk into a building. The narrator admits that Detroit isn't New York City, the Windy City, Sin City, or the Emerald City. But when Eminem gets out of the Chrysler and walks into a building for his performance, he says, "This is the Motor City and this is what we do." The images of post-industrialization, the extentions of the meaning of luxury, and the cadence of Eminem's hit song playing in the background tell a powerful story for the Automotive industry in America.
Funniest Commerical: Doritos' "Healing Chips." A guy house sitting for his friend is supposed to feed the fish and water the plant. A few days later, he realized that he forgot and the fish and plant are both consequently dead. He then proceeds to crumble up Doritos and sprinkle them into the fish bowl and onto the plant, bringing both of them back to life. In the process, though, he accidently knocks over and shatters the urn of his friend's deceased grandpa. The next scene, we see the friend walk in to see his grandpa sitting on the couch with his friend, both of them eating Doritos. The implication: Doritos brought Grandpa back to life. Very clever.
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