A blog about television by TIME’s TV critic James Poniewozik.

Monday Morning Quarterbacking the Super Bowl Ads

My Super Bowl ad-review extravanganza is now up. It doesn't take comments, so feel free to use this post to tell me how thoroughly full of it I am.

To be honest, I'm too exhausted and commercialed-out to sum this up into one big wrap-up synthesis (I was shocked when I looked at the finished product online--65 freaking ads? How do they manage to fit a football game into that?). I do agree with Ad Age's Bob Garfield that this was an oddly violent bunch. But I think Stuart Elliott at the New York Times stretches a bit when he attributes the cartoon slapstickery to the cultural fallout of Iraq; unless we're slapping people's heads and poking eyes over there Three Stooges-style, I don't get the connection.

That said, points to Elliott for connecting "a rock"--the pivotal object in the first Bud Light ad--to its rhyme-mate "Iraq." So what does that make the beer bottle--freedom, or oil?

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  • 1

    Best: GMC robots
    Worst: Anything Bud Lite

  • 2

    Guess I must have been the only person to like the Toyota (Tacoma) adverts. I was impressed by the demonstration - but I'm still going to buy a Nissan Frontier :-)

  • 3

    I was enthralled by the SalesGenie one because I was positive it would be a Geico-like parody. I wonder if that was a deliberate strategy. (The Van Heusen also seemed like a joke, but I'm sure it just sucked at face value.)

    Sprint: If you have a wireless connection that lasts for four hours, call your ISP.

    Frito-Lay and the black football watchers: disagree heartily. This one's specifically about the coaches, and I literally teared up.

  • 4

    Don, lol on the wireless connection. I see your point on the coaches ad--did I mention I'm not a sports fan? It still always seems distasteful to me for a company to piggyback, however low-key, on a sentiment like this. Look how far we've come--have a Dorito. Tho it is at least more relevant to the game than the Coca-Cola spot.

    I recall thinking much the same thing about the Budweiser Clydesdales "kneeling" ads after 9/11, despite (or because of) having been in NYC on Sept. 11. But some people loved them.

  • 5

    Do you even like TV? You don't really seem to most of the time I've noticed. It's a form of entertainment, right? You're just doing your job I suppose. But why should I, or anyone else who enjoys a good TV show, TV ad or televised sporting event take your word for what's good and what isn't? I'm sure I watch as much TV as you do. You admit that you don't like sports, or were you joking when you said that you didn't know who Dwayne Wade was? That would have been funny, were it a joke, by the way. Not liking sports, another form of entertainment would explain, however, how you could possibly spend as much time as you obviously did analyzing and critiquing just about every advertisement that aired during the Super Bowl. Of course Super Bowl ads are a form of marketing, but they, like the game itself, and the halftime show, and the pregame show, and the hype that leads up to all of it, are also a form of entertainment. You just came off as sounding grumpy, whether or not I agreed with you that the boring old Acura commercial was the only one that deserved your A grade. Relax, dude. Loosen up. Enjoy some TV sometime. It really is fun to watch if you don't think too much about it. Sports are pretty cool too. If you really can't stand it though, as it often seems, there are always books to read.

  • 6

    Best:

    The one with Carlos Mencia

  • 7

    I thought the only truly funny ad was the Blockbuster "Mouse" ad. The rest of the ads left me disturbed by the violence or turned off because they weren't funny.

  • 8

    I don't understand why people say they watch the Superbowl for the ads. In the last four bowls, the ads have been terrible - or at least consistently less entertaining than the game. Many of the ads were repeats of ads that had been in heavy rotation for six months or so; I guess when you spend $2.6 million for 30 seconds of airtime, you don't have any money left over for original production. Of the spots that weren't literal retreads, another 80% were thematic retreads (c.f. talking animals).

    Seriously. Watch for the game, or go do something worthwhile with your time. I mean, you really mean you watched four-odd hours of television to be MARKETED to?

    (PS. Prince sucked at halftime. Go Colts!)

  • 9

    i'm sexy!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

  • 10

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    Take big money.
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  • 11

    Don't get gaught!
    ERASE PORN

  • 12

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  • 13

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  • 14

    What role of the Internet in the modern world?
    We shall talk about

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