I think everyone agrees the commercials in this year’s Super Bowl were below expectations. I blame it all on Obama. (It’s time to start blaming Obama for something, right?). Let’s face it. Barack Obama has set the bar so high that the most watched television event in this country was, well, lackluster. At least the commercials were. The GAME, thankfully, was stupendous. Congratulations to the Pittsburgh Steelers for their Lombardi trophy. And congratulations to Barack Obama for being generally awesome.
Now, what about those commercials? I want to start with 3-D. It sucks if you don’t have glasses and it’s an outdated gimmick in this world of technology (Coca Cola ran a 3-D ad in 1989). Who approves this stuff? Even worse, why are advertising agencies even presenting this stuff? It works in a movie theatre. It works at Disneyland. It’s not a great tactic for 100 million + people drinking beer and watching a football game. Unless of course we could see the whole game in 3-D. Hmmmm.
Nope, this Recession Bowl’s showing was a disappointment because in times like these, even animals don’t make us feel great. Budweiser’s romance between a Clydesdale and a circus horse touched many female heartstrings. It was a beacon of hope in a sea of failed attempts at humor. Times are hard. We all want to laugh. But let’s be honest about it: the message that stuck over the last year has been about CHANGE. I think Madison Avenue missed the finer points of the current mood. There was nothing new about the 40+ commercials. There was little in the way of innovation. It felt like every other spot used a celebrity or an animal. In the ad business, we call that SAFE.
I quote President Obama from his inauguration,
That we are in the midst of crisis is now well understood. Our nation is at war, against a far-reaching network of violence and hatred. Our economy is badly weakened, a consequence of greed and irresponsibility on the part of some, but also our collective failure to make hard choices and prepare the nation for a new age. Homes have been lost; jobs shed; businesses shuttered. Our health care is too costly; our schools fail too many; and each day brings further evidence that the ways we use energy strengthen our adversaries and threaten our planet.
These are the indicators of crisis, subject to data and statistics. Less measurable but no less profound is a sapping of confidence across our land — a nagging fear that America’s decline is inevitable, and that the next generation must lower its sights.
“Lower its sights.” Perhaps that is what Madison Avenue and its clients did on Superbowl Sunday. We’re not stupid. Doritos and Denny’s are bad for you. Our kids are getting fat from colas. So when Pepsi delivered what I thought was a lovely spot featuring Bob Dylan’s Forever Young – while very connective with multiple generations – it was equally confounding.
I tried to like the work. Honestly. I did laugh, along with my 11 year old. The Pepsi Max “I’m Good” spot was funny, stupid male humor.
The new Priceline spot was extremely well executed. Shatner is great.
Coca Cola delivered a lovely creative spot with the bugs making off with the guy’s Coke.
Even Bridgestone with Mr. and Mrs. Potato Head connected with me. My wife, you see, is a terrible back seat driver.
Finally, I thought NBC came out well. The Heroes commercial with a John Elway Cameo was savvy. “Laughing your butt off” was funny too.
But what this country needs is not an injection of subjective humor. We need examples. We have a great new one in the White House. Let’s hope we can all follow his lead.
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