West Side Stories

The Super Sell of the Super Bowl

Posted by Karen Waldkirch on Feb. 2, 2009

Things that bug me, TV

Ah, the drama, the excess, the pomp, the circumstance, the hours of “filler” – yes, I’m talking about the Super Bowl. Like millions, I watched it. Unlike many, I tuned in literally minutes before kickoff. (We were enjoying the Nadal-Federer Australian Open Tennis Final.)

So, since I’m battling a bit of writer’s block, I figured I may as well share my not-so-super thoughts on the “big game”:

I detest “faux drama.” Although I feel for NBC having to try and make this game more than the matchup that it was, I don’t care about who used to sell drugs or who is limping toward the finish line of their career. Yes, I’m just that cold.

Although I think she did an amazing job, I wished that Jennifer Hudson sang the Star Spangled Banner a cappella. Here’s one of my favorite renditions. (Warning – shameless plug in there.)

Every year, I totally disagree with the Journal Sentinel’s Tim Cuprisin and his opinion of the Super Bowl commercials. In fact, the one that he said was the “winner” of the night, Bud Light “Meeting,” I gave a thumbs-down. 

Bob Dylan and Will I. Am singing “Forever Young” for Pepsi left me feeling sad. I am NOT a Dylan fan, and this had “sellout” written all over it. 

For me, Doritos was the winner of the all of the commercials. “Crystal Ball” and “Crunch” had that one-two punch of shock and comedy all rolled into one. Well done.

Conan O’Brien’s Bud Light Swedish commercial spot was the only Bud Light ad that really worked last night. I’m totally on-board when he takes over for Jay Leno. I am not on-board when people in commercials use telestrators to sell me beer.

I think it’s time to put the Budweiser Clydesdales out to pasture. Yawn. Is there anyone in America that is interested in these animals? Oh wait, yes, there’s Tim Cuprisin. (Sorry Tim!)

On the one hand, I do know where to go to get a domain name. On the other hand, Go Daddy has so clearly imbedded their image with the “ick” factor, I’d go elsewhere just on principle. (Oh and don’t you think maybe Danica Patrick should spend her time trying to win races instead of just looking trampy? Reminds me a bit of Anna Kournikova.)

In my opinion, the E-Trade Babies are commercial genius…for comedy, that is. It won’t make me want to sign up for E-Trade, but I can watch the commercials over and over.

Back to the game, why were the Pittsburgh Steelers praying on the sidelines? Whatever they prayed for, it worked.

The Teleflora ad for “flowers in a box” was brilliant.

NBC had WAY too many talking heads behind that desk – before, during and after the game. And I love Mike Holmgren and John Madden, but neither looks great on TV. And Matt Millen? A guy who single-handedly ran a football franchise (Detroit Lions) into the ground has no business giving opinions on football.

Cheetos “Gossip Girl” commercial – I can’t tell you how many times I’ve wanted to do this. Awesome. 

I wonder if the producers of Super Bowl telecasts will run out of middle-aged rockers to trot out for halftime. Don’t get me wrong, I thought Springsteen was great, but I wonder if young adults are interested in this entertainment. On the other hand, I’d like to hear about Bruce’s fitness, diet and workout routine. Wow.

The NBC LMAO Clinic ad was hilarious. Now this kind of humor will connect with young people. (Then again, my kids might tell me I have no idea what will connect with young people.)

CareerBuilder.com ran a 60-second spot that started out great and then pounded itself into the ground with repetition. Way to kill a joke, guys.

I think, like the Budweiser Clydesdales, the days of slice-of-life pretty images selling soft drinks are gone. Bugs that steal your Coke? Um, 1982 called. They’d like their commercial back. 

No clue if it worked, but I liked the Miller High Life 1-second commercial. In fact, I looked for it throughout the entire game. Nice marketing plan. Sometimes less IS more.

The Coke Zero Troy Polamalu “Hey Kid” ad was a nice nod to the old Joe Greene (not Franco Harris as I originally wrote) spot. The question is, are there enough of us around that remember the original ad?

Is there anything more pathetic than Ed McMahon and MC Hammer pimping Cash4Gold? (Oh, wait. I forgot about Danica Patrick.)

I agree with Mr. Curprisin on one thing – the Pepsi SNL spots crossed over too many lines. Sometimes you just don’t get the joke.

It’s interesting to note that as bloated and overhyped as the Super Bowl broadcast has become, it is still must-see TV. That continues to bode well for the NFL. Although I hate much of it, I’ll watch it every year. What did you think? What’s better – the game or the commercials? This year, I actually thought the game won, which is as it should be.