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Thursday, February 08, 2007 By Casey Lyons
Advertising
“Tell me when it’s over.”
This quote, brought to you by Chevy HHR, sums up my thoughts after watching the Super Bowl commercials. Despite the ridiculous amount of money poured into producing and airing commercials during this highly contested air time, this year’s crop was disappointing.
Many of the commercials were just plain stupid. Sierra Mist had two spots featuring spokesperson Michael Ian Black, which didn’t particularly make sense –all I really remember is a beard wrapped around some guy’s head. Snickers tried for a laugh with two mechanics ripping out chest hair in an attempt to counteract an “accidental kiss.” And the FedEx moon office and boardroom discussions? Pointless much?
I officially watched 18 car commercials and nine beer commercials over the course of the game, and although I’m not able to buy either of their products, they had some of the more interesting spots. Toyota test drove its Tundra in the middle of a desert and managed to avoid getting crushed by steel doors and driving over a cliff. Pretty impressive.
The Bud Light ad series was by far the most entertaining. A guy getting pegged with a rock; Carlos Mencia teaching immigrants how to ask for beer in NYC and East L.A; slapping as the new fist “pounder”; picking up ax-wielding hitchhikers; and crabs worshiping a beer cooler—all ridiculously funny. The best in that series, though, was an auctioneer wedding a very confused couple. The rush for the beer was a sad but amusing commentary on America’s family values.
Coke also had a good run of ads, including a black history timeline, what really happens inside a Coke machine, and a reformed video game character saving lives. Lays put together a nice ad commemorating the first African- Americans to coach the Super Bowl, reminding us that “we all are [winning]” on such occasions.
In the age of YouTube, it’s not surprising that at least three ads were produced by regular Joes who entered contests for their favorite products. These ads were actually more interesting than some of the multimillion dollar ads. One Doritos ad, involving a not-so-smooth woman in a parking lot, was made for about $13, according to the Washington Post. And next time I want to have a nightmare, I’ll watch Chevy’s College Challenge ad about men stripping to wash my car.
My personal favorite: Blockbuster’s rabbit and gerbil attempting to rent movies online using a live (well, computer animated) mouse. It was simple and relied on a basic computer pun. Unfortunately, it aired once at the very beginning of the game, and nothing, not even K-Fed rapping in a fast food kitchen, compared to it.
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