Skip to main content

Gladiatorial Commercials...It's SuperBowl!

The Superbowl is a curious phenomenon to a non-American. Firstly because the game is American Football which is as baffling to me as I am sure cricket is to Americans. Actually cricket baffles me too, but you get the point. The truly interesting part of Superbowl is the rise of the Superbowl commercial. At nearly three million US dollars per spot it elevates the humble ad to something of immediate cultural significance, rather than a routine artifact. It's like getting the best dinner set out for when company comes. In this case 'company' equals a viewing audience of over 180 million people.

Perhaps no other sport has been developed to accommodate advertising quite as much as American Football (aka gridiron). More than 70 commercials can be squeezed in to the game. So, combine monumental viewer expectation with the need to cut-through and the advertiser's job is about as hard as the player's; battling their way to the touch down.

It is also interesting when the ads themselves are self referential. The viewer is completely in on the joke and the veil is pulled back like in this spot for FedEx



I've posted a couple of famous Superbowl commercials on this blog in the past - Herding Cats for EDS, 1984 for Apple...the phenomenon goes back a long way. There is even talk in the web of a commercial with Joe Nameth and Farrah Fawcett where the former lathers and shaves the latter. The mind boggles. But then, with everything at the extreme end of American culture, the mind boggles.

Comments

Popular posts from this blog

Johnny Bunko competiton

The Great Johnny Bunko Challenge from DHP on Vimeo . There's a young chap in Indiana, one Alec Quig , who has written to me about creating a career based on a polymathic degree, from which he has recently graduated. He's an interesting young man and his concerns about going forward in life are the anxieties we all face at crossroads in our lives when we are forced to make choices. Dan Pink's latest book The Adventures of Johnny Bunko: The Last Career Guide You'll Ever Need might help: "From a New York Times, BusinessWeek, and Washington Post bestselling author comes a first-of-its- kind career guide for a new generation of job seekers.There's never been a career guide like it.the fully illustrated story (ingeniously told in Manga form) of a young Everyman just out of college who lands his first job. Johnny Bunko is new to parachute company Boggs Corp., and he stumbles through his early days as a working stiff until a crisis prompts him to find a new job. St

Ze Frank thinks so you don't have to

Ze Frank appeared on my radar when I saw his presentation among the excellent TED Talks videos . This morning I was reading Russell Davies planning blog in which he referred to a clip by Ze Frank - Where do ideas come from. Here's the transcript: "...Hungry Hippo licks Aunt JEmima [sic] writes, "Are you ever gonna break into song again? Are you running out of ideas?" Hungry Hippo licks Aunt JEmima, that's a good question. I run out of ideas every day! Each day I live in mortal fear that I've used up the last idea that'll ever come to me. If you don't wanna run out of ideas the best thing to do is not to execute them. You can tell yourself that you don't have the time or resources to do 'em right. Then they stay around in your head like brain crack. No matter how bad things get, at least you have those good ideas that you'll get to later. Some people get addicted to that brain crack. And the longer they wait, the more they convince themse

Sexist Advertising and stereotypes

Advertising lives in the short-form world. Because mass media is so expensive the 30 second commercial is conventional and because there is so much clutter simplified signals are essential to 'cut through'. One form of communication short-hand used as a default is the stereotype - "A stereotype can be a conventional and oversimplified conception, opinion, or image, based on the assumption that there are attributes that members of the "other group" have in common. Stereotypes are sometimes formed by a previous illusory correlation, a false association between two variables that are loosely correlated if correlated at all. Though generally viewed as negative perceptions, stereotypes may be either positive or negative in tone." In the 1950's and 60's when men dominated advertising stereotypical impressions of women as inferior or subservient were not only commonplace but usual. It was normal to show women as housekeepers, largely because most wer