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Slices of Life - Super ads

February 19, 2016
Jill Pertler - Columnist , Traer Star-Clipper

Everything about the Super Bowl is super. Super teams. Super players. Super stadium. Super day. Super parties. Super national anthem. Super halftime show. Super fans. Super nacho cheese sauce in my slow cooker. And of course, my personal favorite, super commercials.

When it comes to the Super Bowl, football is only part of the day. Advertisements during the big game have become so popular they create a conundrum for viewers. When to replenish your beverage - during the game or during the commercials? You really don't want to miss either so most of us do what I call the penalty flag dash.

The hype surrounding a 15 or 30 second spot for Doritos is almost as exciting as the game itself (not to mention the birth of a baby). The anticipation grows during the days preceding Super Sunday. Which will have the better ad - Coke or Pepsi? Who's not going to be themselves until they eat a Snickers bar?

How will the Clydesdales and Labrador pups tug at our heartstrings this year?

Unfortunately for me, they didn't. The majestic horses weren't teamed with little puppies in the name of selling beer. Instead the company opted for a British actress who lectured viewers saying people who didn't listen to her message were a, "shortsighted, utterly useless, oxygen-wasting human form of population." While her message was a fine one, I'm not sure how calling millions of people useless will lead to increased beer sales. But I'm no advertising guru. Even so, I would have preferred a few puppies.

In a year where the Panthers faced the Broncos, it seemed fitting there were a number of ads that featured animals. I'm always in favor of a cutesy, clever critter commercial.

You've got to love the ingenuity and inspiration that went into the wiener dog ad. It takes nothing short of creative brilliance to come up with the idea of dressing a wiener dog like a wiener. And then (wait for it) multiplying the effect with dozens of wiener dogs and having them run toward people dressed as giant bottles of ketchup, mustard and other assorted condiments. That's the exact sort of unique cleverness I tune in to see each year - even though this one made me lose my appetite.

I enjoyed the talking grizzly bears, especially the one that claimed to be vegan. (Gotta love the sarcastic humor of bears.) Another favorite was the sheep singing a classic Queen song. A cappella. In perfect harmony. Who even knew sheep could sing?

The marmot spot pushed a bunch of cuteness buttons. Plus it educated a few of us about marmots, which I've always called ground hogs. Prior to last Sunday, I'd never even heard of a marmot. Varmint, yes. Marmot no. Not that I'm mistaking one for the other. But if it looks like a rodent and walks like a rodent

I've saved the best for last. One word: puppy-monkey-baby. By creating a creature with the head of a pug dog, the body and tail of a monkey and legs of a baby (complete with diaper) the ad coined a new term for all things weird in less than 30 seconds. Plus the little critter had a rattle and wasn't afraid to shake it. I used to be afraid of clowns. Now I have to worry about a puppy-monkey-baby hiding under my bed.

The Super Bowl: more than 100 million people tuned in this year - some to watch the game, some to watch the commercials (and all to eat nachos). Now we wait. For a whole 12 months to see which teams make it to the big game and which commercials to our flat screens.

Like many of us, I'll be watching eagerly to find out. Because as effective as the marmot and monkey-puppy-baby were, next year I really hope they bring back the horses and the puppies.

Jill Pertler is an award-winning syndicated columnist, published playwright and author. Don't miss a slice; follow the Slices of Life page on Facebook.

 
 

 

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