Population Statistic: Read. React. Repeat.
Saturday, February 05, 2021

strong safety
It’s really shaping up to be an extremely ordinary Super Bowl Sunday this year. Not only do I think the outcome is predetermined — Patriots win their third championship in four years — but the much-vaunted ad lineup for the game will be creatively chilled out by the fallout of last year’s Janet Jackson boob job.

Among the casualties:

  • Janet Jackson, or her breasts. Yes, she and hers will be in Jacksonville this weekend, but for a charity function on Saturday night, not for the game on Sunday night.
  • A Bud Lite commercial spoofing Janet Jackson and her breasts. The beer company decided viewers didn’t really want to revisit that scene.
  • A Lincoln Mercury commercial imagining a priest with lustful thoughts about an SUV. The spot drew heat; the Ford division got out of the kitchen-and the game.
  • Mickey Rooney’s bare backside. A 15-second spot for the Airborne cold remedy, featuring the 84-year-old actor’s bottom, was rejected by Fox’s standards-and-practices division.
  • MTV-produced pregame and halftime shows. After last year’s much-criticized entertainment segments (and not just the one with Jackson), the NFL hired professional grown-up Don Mischer, a veteran Emmy and Tony telecast producer. MTV, meanwhile, will spend Super Bowl Sunday hyping its revamped MTV2 network.
  • The game’s sweaty MVP shouting, “I’m going to Disney World!” and “I’m going to Disneyland!,” to cameras for the purposes of an insta-commercial. Disney, which had been paying players to extol its theme parks since the 1987 Super Bowl, opted out this year.
  • Maybe this is why I haven’t detected much build-up hype over the ads this year. I’ve been preoccupied by other things, but still, I can’t recall another year where there’s been so little noise about the upcoming ad showcase that Super Sunday’s become. It’s like the advertisers don’t even care that much, despite the cash outlay they’ve already committed to their spots.

    Anyway, here’s some of what will be seen tomorrow:

  • Newly single Brad Pitt nurses a Heineken in a spot directed by Fight Club ringmaster David Fincher. (In a tease, the beer maker wouldn’t confirm Pitt’s appearance.)
  • P. Diddy hitches a ride to a party in a Diet Pepsi truck in the 45-second spot called “Diet Pepsi Truck.” (Fox got $2.4 million for every 30 seconds of air time sold.) To make it worth its while, the soda-pop company also sprung for cameos by Eva Longoria, Carson Daly and Wilmer Valderrama.
  • M.C. Hammer finally gets to star in a Spike Lee joint-well, a 30-second ad for Lay’s potato chips, “Fence,” about the lengths kids must go to in order to get their neighbor to give back the ball that landed in his yard.
  • Bud Light pitchman Cedric the Entertainer makes a pitch for designated drivers in a 30-second soft-sell spot by Anheuser-Busch.
  • Mike Ditka gets in your face about Cosentino’s Silestone natural quartz surfacing.
  • Other advertisers: Napster, Volvo, Pizza Hut, MasterCard, and because no modern sporting-event would be complete without at least one erectile-dysfunction sponsor, Cialis.
  • Feh. Not that the logistics of my Super Bowl party would allow for it, but this schedule isn’t motivating me to participate in that “blogging the Super Sunday ads” project. I have a feeling neither the game nor the adworks will be worth posting much about.

    - Costa Tsiokos, Sat 02/05/2021 05:08:47 PM
    Category: Advert./Mktg., TV, Football | Permalink |

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