Super Bowl XLIII Ads Reviewed

 

Every year, I watch the Super Bowl, as much for the commercials, as for the game.  And, every year a couple of my friends and I get together after the game, and discuss our opinions of the commercials that were shown that year.  This year, I decided to bring these opinions to my blog, and so I have written a list of my favorite and least favorite commercials for the year.

I will try to stay away from commercials that are not new (though I am a big DVR watcher, and it is very possible that I would have simply missed a commercial up to this point), and I will ignore commercials that do not try to be ‘Super Bowl quality’ commercials.  I also will ignore the car commercials for the most part.  To make either list (good or bad), I have to feel like the people who made the commercial were trying, and not just buying time to run the same old commercials for the same old campaign that they always do.

Let’s face it, when it comes to Super Bowl commercials, it’s all about the humor.  Most of the great Super Bowl commercials over the years have had some comedy element to them.  Sometimes there may be one that has good CG that makes it stand out, but CG is so good today that we have become used to it to the point that we just expect it.

Top 5:

5. The Carlos Boozer commercial for Overstock.com where he shows the difference between ‘bling’ and an Olympic gold medal was poignant.

4. The Pepsi Max ‘I’m Good!’ commercial was funny and had a nice use of visual humor; something that is easily abused in a commercial.

3. The Conan O’Brien Bud Light commercial where he does a freaky commercial that is only supposed to be seen in Finland was hilarious.

2. The Pepsi MacGruber/Pepsuber commercial with Will Forte was brilliant.  I loved it.

1. The Bridgestone commercial with Mr. and Mrs. Potato Head was brilliant. 

Bottom 5:

5. The obtuse Cheetos commercial with Chester, the pigeons, and the irritating lady on the cell phone was too weird, and the timing was off.

4. The 3D Sobe commercial with the dancing football players was terrible.  They must have spent all of their money on the effect.

3. All three (1, 2, 3) of the boorish, tiresome Budweiser Clydesdale commercials

2. Both, but especially the second of the two Go Daddy commercials with Danika Patrick

1. The horrible Teleflora commercial where the flowers in the box insult the lady reminded me of a horrid Jared Jewelry commercial.  It will be my worst of the Super Bowl simply because of the awful message.  They should be ashamed.

See all the Super Bowl ads here.

Before the Game:

Hit- When I saw the E-Trade commercial with the little kid, I thought, “Not these tired ads again.”  However, by the end of it, I thought it was pretty funny.  I’m sure all of the golfers will be calling each other “Shankapotumus” for the next few months.

Hit- The Samsung commercial where the guy loved the Cowboys so much that he became an usher so that he could sneak out of church an listen to the game was funny also.

Miss- The commercial with Lebron James daydreaming that he was a Cleveland Brown was a good idea but sort of fizzled.

Hit- The McDonalds Charities commercial where the girl gave the pennies out her loafers was nice.

First Quarter:

Hit- The Bud Light commercial where the guy was thrown out the window for suggesting that they could save money by not buying Bud Light for every meeting was sort of funny.

Hit- The Audi commercial that showed car chases moving through the decades was clever.

Hit- The Bob Dylan/Hip Hop commercial for Pepsi was clever and nostalgic.

Miss- The Doritos ‘Snow Globe’ commercial tried to be funny, but it was just bad.

Hit- The Conan O’Brien Bud Light commercial where he does a freaky commercial that is only supposed to be seen in Finland was hilarious.

Hit- The Bridgestone commercial with Mr. and Mrs. Potato Head was brilliant.  It was easily my favorite commercial of the first quarter.

Miss- The Castrol Edge commercial featuring a guy who had a group of monkeys become devoted to him after he used the product was weird and unfunny.

Second Quarter:

Miss- The Doritos commercial which had a guy who suddenly had powers that were associated with crunching a Doritos’ chip was better than the first one, but still nothing to write home about.

Miss- The Go Daddy commercial with a showering Danika Patrick was the same old tired thing from them.  They need a new idea.  Guys, Danika was already in Sports Illustrated.  I saw the pics.  They were OK.

Hit- The Pepsi Max ‘I’m Good!’ commercial was funny and had a nice use of visual humor; something that is easily abused in a commercial.

Miss- The Pedigree ‘Maybe you should get a dog was a good try, but a miss.

Miss- It’s time to put the Clydesdales out to pasture.  I just don’t care about them, or the fact that they can fetch.  Not funny.

Miss- Budweiser has a history of staying with a commercial idea until everyone hates it (see the fogs, lizards and the Bud Bowl– I just threw up in my mouth).  The commercial where the Clydesdale follows the white horse that he is in love with was worse than the first one.  It’s time to send this commercial to the glue factory.

Miss- The Gatorade “G” commercial gets an ‘A’ for star power and an ‘F’ for delivery and presentation.  I’ll bet it cost them a mint.

Hit- The cars.com where a guy named David Abernathy is a child prodigy but needs help buying a car was clever.

Hit- The E-Trade commercial featuring the two babies, one of which was singing, “Take These Broken Wings” was a good one.  I did not like these commercials in years past, but they seem to have stepped it up this year.

Miss- The Bud Light Drinkability commercial where the guy used the telestrator was not funny at all.

Miss- I don’t know how you can incorporate Death into a commercial and end up with an unfunny product, but H&R Block was able to do so.

Miss- The horrible Teleflora commercial where the flowers in the box insult the lady reminded me of a horrid Jared Jewelry commercial.  It will be my worst of the Super Bowl simply because of the awful message.  They should be ashamed.

Miss- The obtuse Cheetos commercial with Chester, the pigeons, and the irritating lady on the cell phone was too weird, and the timing was off.

Halftime:

Incomplete- The 3D Monsters vs. Aliens commercial looked good, but I did not have the 3d glasses, so it looked a little fuzzy.  Pixar is always great, though.

Miss- The 3D Sobe commercial with the dancing football players was terrible.  They must have spent all of their money on the effect.

Honorable mention- The Heroes commercial with John Elway was kind of funny.  I’m sure it would have been better if I had watched the show.

Miss- I just do not care about the Toyota Tundra or the commercials that they choose to run for it.

Miss- The Priceline commercial with Shatner as Cyrano De Bergerac was not bad, but the premise is too tired for the Super Bowl.

Hit- The Carlos Boozer commercial for Overstock.com where he shows the difference between ‘bling’ and an Olympic gold medal was poignant.

Hit- The ‘Milosh wants to play for…’ commercial for American Airlines made me smile.

Third Quarter:

Miss- I don’t even know what Coke was trying to do with this commercial, but obviously they spent a lot of money again this year animating a failure.

Miss- The Bridgestone commercial where the tires are stolen off the moon rover was not funny.

Hit- The mob-styled commercial for Denny’s where the guy is contemplating the fate of a rat while the waitress finishes putting a smiley face on his pancakes was surprisingly funny.

Miss- Unfortunately, Monster.com proved that comic timing can be so off, that even a guy sitting under the ass of a moose can fail to be funny.

Miss- Apparently, the only cure for the Budweiser Clydesdale commercials is the cure that is used for most horse ailments, a twelve gauge.  The Scottish one was just as tiring as the rest.

Hit- I found the 60 second Career Builder commercial to be funny, but I expected more since they had this much time to work with.

Hit- I still do not understand why Coke keeps making the Pixar-style commercials that seem to have little purpose.  That all being said, I liked the one with the insects in the third quarter of the game.

Miss- I don’t care that Kellogg’s is rebuilding fields.

Hit- The Usama Young NFL commercial was enjoyable.

Hit- I hate the Jack commercials for Jack in the Box, so I got giddy when I saw Jack’s cracked head on the pavement in front of a bus.  I thought the lines from the lacky talking on the phone were funny too.  If this is Jack in the Box’s way of getting rid of Jack, this may end up as my favorite commercial ever.  However, if this is just the start of a ‘save Jack’ campaign, I may not live through it.  I will reserve judgment.

Fourth Quarter

Hit- I generally hate the Coke Zero commercials, but this modern take on the old Mean Joe Green commercial with Polamalu was funny, except for the Coke Zero guys which, as usual, were a whip.

Hit- The Cash for Gold commercial, though funny, was a little uncomfortable with the references to all of the bankrupt celebrities.  It seemed like they were taking advantage a little.

Miss- I care even less about GE and their ‘eco-savings’ than I did about Kellogg’s building fields.

Hit- The Hulu commercial with Alec Baldwin was a little weird, but they get an ‘A’ for getting their message out and explaining their product.

Miss- GE, I just don’t care about your wind energy.

Hit- The Pepsi MacGruber/Pepsuber commercial with Will Forte was brilliant.  I loved it.

Miss- Someone needs to tell the Bud Light Lime people that the whole ‘walking around and having an effect on the world around me because of the product I am wearing or have with me’ has been done many times before, and recently, and better.

Miss- I thought the first Danika Go Daddy commercial was bad, but this one was terrible.

The Super Bowl

I went into the Super Bowl with the attitude that it was a win-win for me.  My beloved Cowboys were not present, so I began to evaluate who I wanted to really win or lose the game.

If the hated Giants won (hated, but not hated as much as the Skins or Eagles), the NFC representative would win, and a team that Dallas beat twice and played-well (this is not to say that Dallas had a good performance by the team’s standards, but that they were in the game for the whole game) in their last meeting would also win.  Also, as a good American, I like to root for the underdog (a practice that is easy for any Rangers’ fan).  The Giants would show that they do not need Jeremy Shockey, the third most overrated person in football, behind Dallas’ own Roy Williams, the Chicago defense as a whole, and just ahead of Sean Taylor, who like Selena rode his own death to greatness.

Most importantly, if the Giants won, the Patriots would lose.  No 19-0.  Not the best team ever (that would be the Cowboys dynasty of the 1990’s).  And, that group of cheaters would not set the mark for all-time for other NFL teams.

On the other hand, if the Giants lost, I would be able to tell my grandchildren about watching the game that set the mark for the greatest team in history.  That whiny Eli would lose, as well as the team that Jeremy Shockey plays for.  And finally, and most importantly if the Pats won, I would be able to stop hearing the yearly story about how “the ’72 Dolphins were cracking open another bottle of Champaign”, and then hear the annual interview from that crazy has-been Mercury Morris and the rest of the Dolphins from their nursing homes.

So the point is that I went into the game not really rooting for either team, but simply hoping for a good game, that was until the third quarter when the Pats –up by four- decide that they should go for it on 4th and 13 instead of kicking the 49 yard field goal.  I was stunned.  I think it even stunned the announcers, who generally fall all over themselves to tell us what a genius Belicheat is.  I like Troy Aikman as a player and as an announcer, but when he suggested that the decision was based upon field position, I did a Three Stooges spit-take.  Football 101, if you do not think your kicker can make the field goal in this situation, you punt.  Simple.  You see it every week.

I have friend who suggested that the reason the Patriots went for it was that they had a greater than 50% record of going for it on 4th and 10 yards plus.  My take on this is that all those successes did was to reinforce stupid, arrogant behavior.  If you race to beat a train at a railroad crossing, and you beat it the first three times, it does not mean that you should go with the odds and try a forth time.  Trying to beat trains is stupid and arrogant each and every time you try to do it.

And, it was arrogant.  Belicheats decision showed a total lack of respect for a team that had made it to the Superbowl, had dominated his team on defense, and would end up dominating his team on defense. 

This is where I turned on the Patriots, and I was especially thrilled when they lost by three points (giggle).  Thank you, karma.  And later when news of the planned parade route (see the Mavs for what happens to teams when mayors make this announcement before the game), the copy writing of “19-0”, the sending to press of the book “19-0”, and the new allegations of cheating in previous Superbowls came out, it only served to make me happier that the Pats lost.  I will say this once before I go back to hating them, “Thank you, Giants.”

I just hope that the NFL actually follows up on these new rumors and, if they are true, takes real action against the Pats and Belicheat this time.