Super Bawl

About the only folks who had a worse Super Bowl than Patriot Nation were the advertisers.

This was a dismal installment of the Super Bowl Adstravaganza – overproduced, underthought, underwhelming.

Just consider the Top Ten in USA Today’s AdMeter. [Note: The hardworking staff isn’t hardworking enough to link to individual ads; you can see them all at the Admeter site.]

The Number One ad, Bud Light: Wego, was just a mashup of previous canine commercials from the brewmeister. The second- and third-place finishers were consumer-generated ads for Doritos, while #4 was the creepy-if-you-really-think-about-it naked M&M spot.

Then come the athletic canine commercials – Mr. Quiggly for Sketchers and the Volkswagen: Dog Strikes Back spot that tried much too hard to be the sequel to last year’s terrific Darth Vader ad for the automaker.

Actually, tried too hard should be the epitaph for a majority of the Super Bowl ads, which often seemed to have too much money for their own good. (Or too little taste, as in the ad.)

I watched the game with a group of friends who kept reacting to the ads by saying, Huh?

I would then explain the ads to them (because I have no life and followed all the pre-game hype), serving as a sort of closed-captioning for the advertising impaired.

Except it wasn’t their fault – it was the fault of the advertisers who had constructed these elaborate marketing efforts that included social media and microsites and QR codes and Twitter hashtags and a bunch of other crapola that they attached to the spots themselves. (See especially the Coca-Cola polar bears mess.)

What once relied on the element of surprise now has too many elements.

And that’s turned Super Bowl advertising into one big ingrown toenail.

As the Missus often says, All those dollars and no sense.

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6 Responses to Super Bawl

  1. BP Myers says:

    The question that occurs to me is why we give advertisers a “pass” 364 days a year, letting them mail it in with lame ads that don’t resonate, yet expect them to bowl us over on Super Bowl Sunday?

    Every day should be Super Bowl Sunday in the advertising game.

  2. Curmudgeon says:

    During Chrysler’s Detroit commercial, I kept waiting for the tag line of “Vote for [Insert Name Here]. It was also not very new since they tried the trick last year. But, hey, it’s the advertising world that loves to beat a good idea into a bad one.

    I agree with the consensus. Superbowl adds were overproduced, underthought, and underwhelming.

    It also seems that the kiddie/wannabe contingent held sway and few, other than Detroit ad, showed much in the way of sophistication.

  3. Laurence Glavin says:

    Hey hey, I saw you on Broadbottom last night (via Comcast video-on-demand; when you praised the Doritos commercial with the dead cat, you failed to take into account that the poster of said deceased feline displayed a black cat with white whiskers. MY cat is a black cat with white whiskers! I was not amused.

  4. Wait – there was some point to the coke polar bear ads we’re not aware of? PLEASE explain.

    Re: “I watched the game with a group of friends who kept reacting to the ads by saying, Huh?”

    …our group also exchanged puzzled glances and shook our heads in adult superiority.

    • Campaign Outsider says:

      It all had to do with the web site and you watching the bears watching the game in real time . . .ah, what the hell’s the difference.

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