While over 110 000 000 people (The Neilson Co) watched the Super Bowl XLV, more than half, it can be safely assumed, could not care less about the Packers and/or the Steelers. It is the watching of the game itself, and everything that accompanies the event, from social viewing parties to the half-time show, that attracts the colossal audience. For some, even the commercials.
Although a frail old Betty White being splattered into a blob of mud was absent, Sunday’s commercials were still quite the treat. With estimates ranging from $2.6 to $2.8 million dollars per 30 seconds of air-time, each and every ad mercilessly bombarded the nation with a three functioned hit list stored deep in its arsenal—inform, persuade, and remind.
To Kim Kardashian—you cannot act to save your life; nor that commercial. The only salvation for that sizzling Skechers ad was that it looked hot. Why it looked hot, I know not. P
“Presenting the all new Chevy Cruze, with real-time Facebook status updates!” Really Chevy? That’s the best you can come up with for the Super Bowl? Did Zuckerberg bribe you with a billion dollars for a million dollar ad? Because the only thing I remembered from that soppy commercial, which tortured viewers by airing itself twice, was newsfeed.
Major brands like Coke also fizzed out while Snickers this year was just stale. Coke had some goody-goody theme going on with cheaply animated furry Wookies and thirsty isolated border patrol personnel. Pepsi swooped in for the kill overshadowing its nemesis with saucy ads based on first dates—horny guy, over thinking girl; and a funny couple’s issues—a vicious
2011’s other surprises included “baby smack” from homeaway.com’s “test baby” (thought it was a real baby and couldn’t stop laughing); Joan Rivers the new GoDaddy Girl (that was so bad I could see Microsoft Paint at work); and the Doritos’ finger-sucking-and-pants-ripping guy (I cringed). E-Trade’s baby is still a classic, and Motorola’s daringly open jab at Apple with its XOOM Tablet did raise an interested eyebrow.