For most fans in America, the final game of the NFL season culminates in the passion, drive and talent that has been portrayed throughout the year by two teams in hopes of hoisting the ever-popular Lombardi Trophy. For EVERY American, fan or not, the Super Bowl is about the commercials. The game is exciting but silence takes over a room when the screen goes dark for that split second. Breaths are heard and anticipation pierces the air.
Super Bowl advertisements have been a staple in nearly every household for over 30 years. It is a time where companies can introduce their upcoming products, summer films can premiere their blockbuster hits and the usual car, Coke and beer companies can show off their talented group of marketing experts.
The all-important, nationally televised Bowl has set the stage for memorable comedic ads in the past such as the Bud-wei-ser frogs, the “Wasssuuuppp?!” phenomenon, and the birth of the E-Trade baby. With animals, cars, beer and violence almost always in the mix, the Super Bowl ads have a grave impact on the history of America. While most commercials gear towards laughter, ads such as the introduction of Xerox machines in 1977, the release of Macintosh computers in 1984 and the 9/11 Clydesdale Budweiser tributes in 2002/2011 have captured the hearts of Americans and will never be forgotten.
In other ways, the annual February game has also sparked a trend of repetition and copycats through the years. For example, Larry Bird and Michael Jordan starred in a memorable McDonald’s commercial in the early 90s that was recently followed up by Dwight Howard and LeBron James’ own rendition of the duel-for-food mentality.
In most recent years, Super Bowl has provided the world with many great ads such as the monkey-run business for Career Builder, the Jason Statham Audi car chase, the “slapping is in” Bud Light dudes, the FedEx cavemen, the magic fridge of Bud Light and many more.
With all that transpired on Super Bowl Night, I will preview what is to come and give out awards to the best the Super Bowl ads have offered us.
2011’s Best. The best of 2011 has to go to the Volkswagen Darth Vader. Appealing to every age group, clever and memorable, the adorable kid takes the crown.
2012 Disappointments. It is a close tie between David Beckham’s underwear and the awful attempt of Go Daddy. No one wants buy David Beckham’s underwear. While women may want to see that, the men they are with do not look like that. I have two words for the Go Daddy girls and ad agency: Stop trying. The main word is ‘trying’. They give an effort but it isn’t working. I’m tired of seeing your ads two or three times a day.
New series/movies. This year’s ads included many intros to many movies and shows. Movies included: Marvel’s The Avengers, Disney’s John Carter and the new G.I. Joe: Retaliation. I will give two word responses for each: Avengers = hell yeah, John Carter = probably not and G.I. Joe = please improve. Shows included: the new seasons of The Voice, America’s Got Talent, Celebrity Apprentice, Swamp People and the premiere of the much anticipated Smash. I don’t know if any will be good but I hope Smash is decent.
2012’s Most Creative. There are a few that can fall under this category. I would say it has to go be between the Fiat commercial where the guy imagines a girl instead of the car or the Phone Innovators Best Buy ad showing all of the inventors of smart phone features.
2012’s Must-Have. These ads absolutely needed to be in this year’s lineup: the football progression timeline, John Stamos getting head-butted out of his seat in Dannon Oikos Yogurt, the Naked M&M and of course the Coca-Cola Polar Bears. The timeline was incredibly well done, the Naked M&M was entertaining and timely, the Super Bowl needs the Polar Bears and who wouldn’t want to see John Stamos get his ass kicked?
Most Improved. This award ranges back to a couple years ago. It undoubtedly goes to Doritos. Between the dog running through the screen door, the dog putting an anti-bark collar on his owner and this year’s “You Didn’t See Nuthin” bribe in Have You Seen The Cat?, Doritos’ input of animals has made it a must-see staple of Super Bowl Sunday.
2012’s Most Memorable. I feel as if this year’s Super Bowl had a handful of memorable clips but the Prohibition Budweiser sticks out to me the most. Between the music, the setting and costumes, the ad keeps repeating through my brain. It was simple, happy and clever all at once. It tells Americans that if done responsibly, drinking can be fun and enjoyable in a social gathering.
2012’s Best. I have to give the best commercial award to the feel-good ad of the night. I call it “Fat Dog Chase”. The commercial begins with a heavyset dog unable to fit through a doggy door who disappointingly sees his reflection in a mirror. Through dieting and exercise, the dog eventually loses weight and is able to chase the new VW car. The ad personifies a dog and makes a fun-loving, feel-good moment for all viewers. Well-done VW. Volkswagen is slowly gaining traction on Doritos and Budweiser for the top spot in my eyes.
My favorite Super Bowl of all-time. It is nearly impossible to choose between the memorable, funny and heartwarming commercials from over the years but I would have to say Terry Tate: Office Linebacker is my personal favorite. Aired back in 2003, I think the ad’s combination of violence, humor and everyday activities is perfect for its viewers.
All in all, the Super Bowl’s game and commercials were great. Always memorable and uplifting to a certain extent, the night is a symbol of what America has to offer. We have some fun, make wave for innovations and deliver some tough blows once the game has started.
No matter what I have said positive or negative about any ad, I strongly encourage each and every person to watch the Chrysler ad narrated by Clint Eastwood. The halftime ad sent chills up and down by body and had a message that cannot be duplicated. It is titled: “It’s Halftime in America”.
What I find most interesting about what America just witnessed is the question we will answer over the course of the years to come: Will something great come from this year’s presentation?
To view all of this year’s ads, visit: http://www.youtube.com/adblitz.