Ruminations on tech, the digital media, and some golf thrown in for good measure.

SuperBad SuperBowl

leave a comment »

Who dat?

First, take dem bags off yo heads.  You aint got no reason to wear dem no bags no more, N’awlins Saints!

Congratulations on your first ever SuperBowl victory!  And what a great victory it was for the great city of New Orleans!

The amigos watching the game at my house and I couldn’t have been more pleased.  What a SuperBowl!

I think this was my first SuperBowl ever where the game completely outplayed the advertising.

Of course, that wasn’t exactly a challenge this year.

In fact, I’d have to say this was probably the worst advertising year EVER for the SuperBowl.

As in bad.  As in really, really bad.

I Tweeted sometime mid-game “Did Al Qaeda strike Madison Avenue and nobody bothered to tell me?,” adding the hashtag #deathofadvertising

In the start of the first quarter, I just figured it was anomaly, that they were just saving the better spots for later.

But it never got any better.  I kept waiting.  And waiting.  And waiting.

I stopped counting at 78 spots (I included movie previews and most of the CBS promos, just to be consistent).

At the end of it all, there were two spots that stuck with me, remembering that good advertising should not only entertain, it should also inform and move the potential purchaser to take action — that is, an action other than running into the bathroom during commercial breaks to relieve one’s self because the commercials were so bad.

One was the Google ad.  That spot was cleverly done, well thought through, and there wasn’t a word spoken, all quite surprising considering that this was Google’s inaugural appearance in the big game.

It was hands down the winner in my book, specifically in terms of advertising value (not just entertainment value), because even if you weren’t aware of Google’s service, you would walk away from that ad with a very good idea of what the Google search engine could do for you.

And yes, it doesn’t strike me as being without some great irony that one of the best SuperBowl TV ads this year, if not THE best, was produced by an Internet search engine.

Go figure.

The other ad that I remembered was Denny’s space station floating, White House convening, chickens which were once again offering me a free Grand Slam tomorrow between 6 AM and 2 PM.  I remember that distinctly (then again, I like Grand Slams).

That’s it.  All the rest of ‘em, virtually the entire pack, were misogynistic, silly, flat, teenage drivel.

If you watched nothing else all year long, you’d think we were headed firmly for the futuristic banality of Mike Judge’s Idiocracy, where butt jokes rule the day and the World Wrestling Federation rules the government.

Speaking of which, I have just a few questions:

When, exactly, did Lance Armstrong start promoting beer drinking on TV?  What’s next, Olympic snowboarder Shaun White backs medical marijuana clubs?

Can we assume that The Simpsons is now in full pimp out mode, now that we’ve discovered that all of Springfield is a Coca-Cola town (although they had no choice!  Pepsi decided to gracefully bow out of this year’s SuperBowl in favor of doing some social media philanthropy instead, which is looking more and more like the most brilliant advertising decision of 2010).

Is a funeral really the most logical place one thinks of when trying to hawk Doritos?  Really? I say no, unless the funeral is for the now-defunct Taco flavored ones, in which case I concur, but only if you’re bringing the Taco flavored Doritos back.

Did Budweiser really think that driving a Bud delivery truck over a bridge made of people would help sell more beer, or was that perhaps the proverbial bridge too far?

Even longterm sellout rock band Kiss (and I’ll admit it, I’m a longtime fan) became a miniature sendoff of themselves when they used “a little Kiss” to sell Dr. Pepper Cherry.

Gene Simmons, helping sell a product where “Cherry” was a featured part of the product name?  Are you frickin’ kiddin’ me?!!

No, I think the real advertising winner of the evening was Bridgestone, which brought us The Who’s halftime show.

Love ‘em or hate ‘em, The Who delivered, which is more than I can say for the rest of the evening’s entertainment (excluding the game, of course).

And other than me and my amigos laughing our you-know-what’s off as Daltrey and Townsend sang “Let’s get together before we get much older,” it really was nice to meet the old boss, who really was the same as the old boss.

The next time I go shopping for tires, I am seriously going to have to consider shopping for some Bridgestones – if for no other reason than for their having salvaged the car wreck (brought to you by Toy…oh, never mind) that was Advertising SuperBowl 2010.

Written by turbotodd

February 8, 2010 at 3:30 pm

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: