Considering the average 30-second Super Bowl commercial costs about $4 million, it’s no wonder the commercials get so much buzz come game day. Despite the power outage and the close score, the commercials still attracted a great deal of attention, even if actual viewer reactions weren’t quite what the advertising companies were expecting.
While it is no secret that Go Daddy is notorious for bad Super Bowl com- mercials, the company took it one step further this year with a gag-inducing spot. In the commercial, professional race car driver Danica Patrick presented the audience with a famous model and a stereotypical nerd.
“There's the sexy side, represented by Bar Refaeli," said Patrick. "And the smart side that creates a killer website for your small business, represented by Walter. Together, they're perfect."
Refaeli and Walter then proceed to make out for a good 10 seconds, complete with sound effects and close-ups. Most people aren’t fond of PDA in everyday life, let alone in the comfort of their own home, so audience reaction was not exactly strong.
Yahoo! Screen posted viewer reaction Tweets about the commercial, including one that read, "I still feel nauseous over that Go Daddy commercial. I hate the sounds of people chewing, let alone that sloppy make out sesh. #Barf."
It is pretty obvious that Go Daddy was looking for the grossed out reactions the commercial received, but I also think the company was hoping more people would at least think it was funny. From the reactions of the people I watched the commercial with and the com- ments I’ve seen on the Internet so far, I think more people were disturbed than humored.
Why do companies surrender to such cheap tactics when making commercials? These types of commercials are even more appalling during the Super Bowl considering how much companies shell out to air these spots.
The simple answer? It’s easy. Yes, companies could invest more time and money into a clever, intelligent idea instead of a concept that is simply made to get a reaction, but this may be too much effort.
Another example of an advertisement that seemed to be made with a cheap message behind it was the commercial for Calvin Klein’s new “Concept” line. The fact that a commercial advertising men’s underwear displayed a half naked, oiled up model (Matthew Terry, to be exact) was a bit suspicious to me. Overall, the commercial just left me confused.
An entertaining yet clever Super Bowl com- mercial was Taco Bell’s “Viva Young” spot. A group of retirement home residents sneak out after dark for a wild night on the town, including tattoos and a Taco Bell run. Every- thing from the elderly people’s activities to the Spanish version of “We are Young” by Fun. is detailed and planned out in the commercial.
A commercial I also found to be smart was the Best Buy Amy Poehler advertisement. Being a communication studies major, I definitely know a celebrity testimonial when I see one, but I couldn’t help but laugh at an always over-the- top Poehler asking an overwhelmed Best Buy associate every question that came to mind.
The fact that Poehler went out of her way to hit on the associate and make him uncomfortable made the commercial all the more entertaining. My personal favorite line? She picks up a tablet and asks the associate, “Will this read ‘Fifty Shades of Grey’ to me in a sexy voice?” He says it will not, and without missing a beat, she says, “Will you?”
However, I must go with the general consen- sus that the quality of Super Bowl commercials has been lacking the past few years. I’m no football fan, but the game was honestly more interestingtomethanthecommercialsthis year, as odd as a sentiment that is for me. I just wasn’t entertained.
Ultimately, the decreased quality of Super Bowl commercials could be a positive thing. The fact that millions of people tune into the game each year (108.4 million this year) does mean that companies have an advertising advantage, but if the commercials continue to be unimpressive, more people may focus on the game itself..
As the years pass, we’ll see how relevant SuperBowlcommercialsremain.If advertisers continue to use cheap tactics to make commercials that used to be known for their cleverness, the ads may no longer be a main attraction in the future.
*** This editorial is an opinion stated by the writer and does not represent the views of The Rotunda or Longwood University.
