Super Bust

Does anyone else think the Super Bowl has become a bigger deal than it should be? Does it deserve its own U.S. holiday? And why did even its only usual saving grace– the television ads– suck this year as well?

So there we were, in front of the T.V. with our three kids, who were all deathly ill with nasty stomach viruses. And after watching hours of children’s Bowl-related programming (including the Puppy Bowl III, which may not have been an entirely bad idea… but three hours of puppies running around a miniature football stadium? After a while, we only got excited when one of them relieved themselves on the field), I was looking forward to the slight reprieve of watching a good football game, not to mention the historically great advertising spots for which companies shell out millions of dollars just to entertain us and get a few seconds of corporate recognition.

Well, we were disappointed not only by the game (which began with promise, but fizzled out when one team realized that their offense would actually need to produce points in order for them to win), but by the collective, colossal failure of the ads. While there were a few (very few) good spots, I’m really not sure who these companies thought would be their target audience for four+ hours of football-related programming. One ad starred two male auto mechanics who ended up sharing a snack and some saliva. Several featured scantily-clad women (who, in some cases, weren’t all that attractive) dancing around through their quests to promote related products and services, like automobiles and domain name registration. Then there was an auto factory robot whose actions and attitude suggested suicidal tendencies after being replaced, not long after so many folks in the industry had to deal with being laid off themselves. And, of course, we can’t forget the longest spot of the night, which went to Revlon (Revlon?!?) for its documentary on Cheryl Crow’s hair coloring products. I’m so glad her colorist finally came around.

The highly-paid marketing specialists, whose companies pumped so much time and money into finding just the right ad to promote their business, really hit the mark this time. I’m just not sure where their arrows ended up landing.


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