EDITORIALS
Super Bowl Ads Can Go Suck A Tailpipe
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Another Super Bowl is over, and the topic of conversation around the various water coolers across the country will focus more on the ads than the game itself. And I am so bored with it all. Can we please just stop this fucking madness?
Creating an ad for the Super Bowl makes shooting fish in a barrel look difficult. I'm not saying I could fart a good one out any time of the day or night, although I probably could...and so could you.
No, what I'm saying is that advertisers have a captive audience of millions and millions. It's the one time of the year when people look forward to the ad breaks, rather than zipping past them on the DVR.
So as a creative team "lucky enough" to work on one, you are told this: "hey guys, here a few million bucks, getting noticed won't be a problem either, and the usual client bullshit and trepidation won't apply...now go, get creative."
What happens? On the whole, we see lame ideas wrapped in lavish packaging. We get effects usually reserved for Hollywood movies. We see outrageous plots and stunts. And when the budget doesn't stretch that far because it's all been spent on the media buy, well, we see the other standbys - frat house gags and semi-naked women. The beer brands love them some naked chicks.
And as for GoDaddy, well that Bob Parsons fella should be charged with criminal pollution for the complete shit he puts on the air, and the "too hot for TV" horse manure that plays on his website. Oh, yeah, that's real tough...start a Penthouse pet stripping on TV; tell the guys she'll finish it off on the site. Fucking genius.
Advertising as a craft is more than a big budget, cheap thrills and a captive audience. In fact, I was once told that any kid can come into an agency with a book filled with amazing, but expensive, ideas. Come into the agency with a killer idea that will capture the imagination of the target audience, and do it on a dime...you're hired my friend.
If the Super Bowl ads are an example of what our industry can do when they're left to be creative, then we're all royally fucked. What's creative, if you're really being honest, about most of the stuff you saw over the course of Sunday's TV viewing? Were there a few gems? Sure. Was it the big effects that made those gems great, or did they have a genuinely good idea that would stand out regardless of what the day was? That's way more likely.
As time goes on, the Super Bowl ads will no doubt go one of two ways. They'll get even more costly and ridiculous, with the 2019 GoDaddy spot featuring hardcore anal penetration and midget bestiality. Or, brands like Pepsi (who pulled out this year) will find a better use for their millions and millions of dollars. I'm looking forward to the latter.
These Super Bowl ads are not a challenge, and they're not advertising. In fact, they're the freak show of advertising, and it's about time we put them out of their misery. Haters, leave your scathing remarks in the comments box below. Thanks.
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There wasn't a single standout this year. They were all just kind of forgettable. The Google one that told a story through the search bar was kind of nice and probably the simplest ad of the entire bunch. I was looking forward to the game way more than the advertising this year and it felt like there was more annoying advertising than football game.
GoDaddy sucks ass rocks! Really what exactly is that moron thinking. Only college kids and under would give a shit about GoDaddy ads, and whats the purpose to surf to Godaddy.com to find out what, internet hosting? WTF is a dumb college kid going to do with that shit Wrong demographic, wrong ads, wrong wrong wrong. What a fkn waste of money that goes to show what bad decision are made. End of rant
Over all, I agree with changethethoght... but I did really like the Green Police ad. But I don't recall what car company the ad was for. Good entertainment, not so good ad.
What about the Super Bowl Shuffle? That was awesome.
Who's great idea was it to place back to back spots containing the same punch lines 4x during the game??? And even if Tebow was "aborted" Bama would have still beaten Florida this year...
Janet Jackson ruined the super bowl ads. Ever since we saw her fat breast with the nipple thing super bowl ads have sucked. Blame her
My fav was the killer whale/Bridgestone ad- just dumb. Thank god the game was great and the cajuns took it.
As much as I like no pants, the no pants ads back to back was not ideal.
The Tim Tebow ad was so stupid. That guy is such a douche
I don't know but I want to purchase a Hyundai Sonata now.
I don't know, the ads have been lame for years. It's been the same formula of old folks doing crazy stuff, kids doing crazy stuff, animals doing crazy stuff or fat and or slacker dudes acting stupid.
The go daddy ads were just in their own universe of suck. Wow, who'd have thought there might be naked pictures on the internet?! Where have they been hiding?!
I did laugh at Jim McMahon rolling up in a rascal scooter but I have no clue who that ad was for.
All the ads sucked. Nothing worth talking about.
@SF Man - College kids don't buy domains or hosting? I think you're way off there. I had a half dozen domains as a sophomore in college along with hosting and I didn't get the impression I was an outlier.
Doritos …. Shocking dog collar …… $300 budget ….. ROI $600,000 …… Not bad
i agree. i watched the second half with my kids. the level of, ahem, creativity in the ads was childish and embarrassing.
I'm an advertising student and honestly- I was disappointed that I went to the bar just to see sh!tty ads...the only good outcome of my night was seeing the Saints win. Other than that- I couldve stayed at home to watch the ads on youtube the day after. The doritos ad with the kid slapping a grown man was funny as heck, and Google's was decent. Go Daddy is stupid, doesn't make sense and perpetuates pervs out there. If this is what advertising has come to then that's effin depressing. Too much clutter out there and not enoug brains and creativity. I guess when I get out there, it'll be me against the mass(es) of ass to call themselves creative geniuses. Oh well- I like a challenge.
Yep. Suckocity! All the Doritos spots seemed like second year USC film student work. You know they ones... the director wrote and stars in the spot!!! Dog collar was fav of the bunch but dragged-on a bit. Timing off. Were all those spots their contest winners or just one? Because they looked like they produced five student spots (with student scripts).
E-Trade.. more of the same and not as funny as the past years.
Google.. What?
GoDaddy.. What are you selling again? Ohh yes.. Boobs. I've had more than one female client ask me not to use GoDaddy in the past because of those spots that really have nothing to do with anything.
Bud.. Used to be funny. Not this year. Where was Coors?
Gold people getting sacked. Fun to watch. But a little weird payoff.
Saw a pre-game spot for TalentDiscovery.com - A Denver company FYI.
The beaver with the fiddle was ok.
Then there were the lame-o ads that usually run that sucked already.
A crap year for ads - great game.
Dodge spot and the shopping spot... where we poke fun at men for doing things for their girlfriends or spouses... what a fucking joke.
If you're going to be a pussy and take crap from a woman... you should at least drive a Dodge. Right? If you go shopping with your woman, you wear a skirt... Right???
What woman would make a man go shopping on superbowl sunday. The suspension of disbelief was a little stretched there guys..
This insults women. And teaches men to be lughead assholes. That's right guys.. Kick your girlfriend or wife down a flight a stairs next time. Don't take out the trash. Don't check on a sound in the middle of the night.
These two spots are as bad as GoDaddy's spots.. and come to think of it.. as bad as any modern spot where we show a female cleaning or cooking.. Wake up America. We're not in the dark ages anymore!!!
This is the first year post the 2009 layoffs. Which means these agencies cut alot of creative minds without cutting working resulting in a horrible showing for this years superbowl. Hopefully it shows brands the value of their agencies creative team and increases budget to get them back
I just have to ask: how does a brand like Doritos benefit when someone gets killed by their product? The chip in the neck spot was beyond stupid. I did like the Google spot; nice, simple, showcased the product's key attributes and didn't cost an arm and a leg to produce.
I have to agree with "a man". For one thing, though I love fast cars and fast motorcycles, I love women even more. If my girlfriend wants me to hang out with her, or do something for her, I'm stoked. As much as I love my motorcycle (and li'l red roadster), I'm more than happy to take care of things my girl wants. I don't need some compensatory device to make me feel good about myself.
And Dodge, this is old, but the Charger was a TWO-DOOR car in its hey-day!!!
Google. Nuff said. Brilliant.
Google rocked. GIANT idea. They're posting new executions at
http://www.youtube.com/searchstories
Plus, they used The National for one and Kerouac for another. Duuuude....
It seems like there is now a "Super Bowl Commercial" formula floating around agencies. Most spots just felt the same. "How can we make this gag wackier?" "What else can we shove into this spot, after all, this IS the Super Bowl?"
Read what most you people wrote, embarrassing. I watch TV here i don't see us doing much better locally. Everyone is such a genius, so knowledgeable.
This was a good comment, sounds intelligent.
Google. Nuff said. Brilliant.
Anonymous (not verified)
February 9th, 2010, 5:20pm
About the Wieden Kennedy Charger ad "Man's Last Stand". It's actually pretty hilarious. Considering they are clearly making fun of their target. And there all these dudes, defending it against the feminist blogosphere, affirming this fragile whining male market, which is pretty crazy. Does the average guy seriously need the horsepower to affirm some heterosexual animal instinct they feel they have lost?
Check out this youtube parody.
http://www.youtube.com/watch?v=GX6_jCvAqCA
I have to defend the Doritos spots. Maybe they weren't perfect, and maybe the product did kill the target customer in one of the spots. But they were better than 95% of the Super Bowl spots and they were made by amateurs. There's a lesson there. We aren't more creative than everyone else, we are just fortunate enough to get paid for our creativity. I think the humility will only help me to make better spots in the future.
@mark stiltner
Those spots were not made by amateurs, as this link will explain.
http://adverlab.blogspot.com/2010/02/busted-another-consumer-generated-a...
I have to say I was entertained by at least a few of these commercials, but yes, I am also tired of the same ol' ad formula.
The google ad I appreciate more the more I consider it. I realized it was remarkably on message, minimal and functional, just like it's no frills website. And was actually quite poignant I thought.
What I also noticed a lot of was portayals of men as spineless wussies.
http://pixel8ed.me/2010/02/09/men-take-it-on-chin-during-super-bowl/
Like the article mentions, the most masculine figure in these ads was a 4 year old boy.
The goDaddy ads especially irk me. I hate the fact that their marketing seems to be working, as they are now the largest registrar in the world. I don't know who would be tempted to follow these supposedly too hot for TV ads on their website. If you're on the internet looking to get your rocks off on something, the internet is filled with better options.
Agree that chip spots at least had concepts and some production value. They tried. WK spot. Yes... somewhat funny. Most women that have mentioned that spot to me say they're to blame. Something about wanting men to be softer and care more. And when we do it, we're pussies. Be careful what you wish for ladies. Deep down, you say you want the nice guy, but you don't.
Opening ceremonies score a 10 last night compared to SB spots.
The emasculation of a bunch of ball-less wonders - grow some!! And an opportunity for Focus on the Family to pimp its wears to a 100 million...... bullshit!
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