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Sit a bit and hear some observational stories I’ve been steeping.

Superbowl XLIVADvertising

Another Superbowl has come to a close and this year the game was as exciting as the commercials (and I can’t always say that).  Those Colts, led by Peyton Manning (who connects footballs to teammates as if by laser beam) showed the world WHY they were worthy of their appearance at the Superbowl … but, I know that the Saints winning gives the folks of New Orleans some pep back in their step and I was cheering for them.

 

While the rest of the world happily plays “Monday Morning Quarterback” going over each and every interception, missed ball (there were three that had me up and out of my seat screaming at the screen) and completions I spend my time re-playing the ads in my mind.  Most of my childhood was spent absorbing all of the ginormous consumerism generated by television, so it’s only natural that the adult me anxiously awaits the winter harvest of commercials that Madison Avenue offers during the Superbowl.  The football action is a happy bonus for me, especially when it’s as well-played as this 2010 game was, but those commercials are strangely addictive.

 

The overall strategy of advertising is two-fold as companies want you to a) buy their product(s) or b) talk about them so they’re in your head when you make purchasing decisions down the line.  Here’s how the points stack up for them from my armchair’s view —

 

Anheuser-Busch had a lot of field time with the most ads overall, but running down the commercial clock doesn’t always add up to points on the board or at the cash register, but they did make me laugh out loud a few times.

 

Career Builder and Dockers made it into the end zone a couple of times, but only because of the weird solidarity it provided my husband as the ads showed other men who have no problem roaming the world in their skiivies.  The fellows in these ads looked as happy as my spouse does on stroll to the end of our sidewalk clad only in a t-shirt and his men’s medium 100% cotton boxers.  Thanks to these multiple million dollar no-pants dancer spots, I concede.  Apparently, it’s not as odd as I’ve always believed.

 

Google scored a perfect pre-Valentines Day romantic touchdown with its powerful use of words (waaaay less than 140 characters, I might add) as we watched romance bloom and grow before our very eyes in less than 30 seconds.

 

Oh, and speaking of hearts, that young man who spoke hypnotically about heart disease in women caused some serious temporary tachycardia in my household.  I’m just sayin’.

 

Betty White and Abe Vigoda being tackled all in the name of Snickers as a snack deserve some sort of special award for being darn good sports.  That Abe Vigoda looked mighty good for a guy who has probably spent decades quoting Mark Twain’s “Rumors of my demise have been greatly exaggerated” after People made the mistake of reporting his death in 1982 (and wimpy retractions do no good, people).

 

Speaking of good sports, somebody kiss Stevie Wonder for me for that Punch Game Volkswagen ad.

 

Doritos gets a hug, too for letting “Everyman U.S.A.” create their ads – my new favorite tagline belongs to that kid who was all business with his, “Don’t touch my mama.  Don’t touch my Doritos.”  May it live down in history next to Yo Quiero Taco Bell and Where’s the Beef?

 

The most offensive line of the night, in my opinion, was pulled by the Go Daddy team.  I love me some Danica Patrick for being one of America’s strongest, sassiest women … but really?  Being petite (5’2”) is no excuse to go that low.  Girl ought to raise that bar and be a better role model.  Just be fast, Dani.  Not cheap.

 

As for the overall MVP (Most Valuable Placement) of Advertising, I’d have to give the award to those E*Trade babies.  Funny, quotable (the word milkaholic is going to float around for awhile, I’m sure) and memorable … like a decent chunk of chocolate that’s not too sweet and leaves a pleasant taste behind.

 

Superbowl XLIV is over and only 360+ days before the next bumper crop of commercials comes to light.  Until then, I’m looking forward to seeing what the shelf-life will be of this particular batch of ads and hearing from other Monday Morning Quarterbacks as they weigh in on their picks.

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