When I watch the Super Bowl commercials, I wonder if the idea that they represent some special level of creativity and artistry has itself been a part of the Super Hype. They weren't so hot this year, the storyline goes, but a few years ago they were something else! Thing is, it seems like that was being said a few years ago as well.
Sure, some of them are very funny, but so are some of the ones that get shown throughout the year. And the funny ones lose that quality when they go into the same kind of heavy rotation as a new Billy Idol video on MTV in 1985. The only thing about the Snickers/Betty White commercial that cracks me up anymore is that when the candy bar transforms Betty into the semi-bearded listless football player, he still looks less tough than she does. I agree, the Volkswagen/Star Wars spot is neat. It won't be in July.
The "meaningful" commercials age less gracefully. Eminem and Chrysler can pump up all the Detroit civic pride they want, but as late as 2009, its unemployment rate was still officially 30 percent and maybe as high as 50 percent. It'll take more than arty footage of the city to turn that around.
None of this, of course, means that I would say "No" to someone who wanted to donate a 30-second spot during Super Bowl XLVI to my church.
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