Well... it's here. A day many people wait for like the coming of a newborn. A day filled with the anticipation of what might be. It's Superbowl Sunday! And of course, Superbowl Sunday brings the new, multi-million dollar commercials we've awaited with bated breath. [And just what is "Bated Breath?" The dictionary says: bated: intransitive verb - 1. reduced force or intensity; restrained. So awaiting with bated breath would describe holding our breath to see the result. You're welcome.]
I worked for a long number of years in video production for the military. Our purpose was to produce informative safety-related products for use in the military. The ultimate goal, of course, was to reinforce an established policy with a very clear, concise message. As a result, I am probably overly critical of commercials and the message they deliver; more importantly, "what are they selling?"
A black and white commercial comes on. There are images of something resembling young people scampering on the beach at night - all done with a flashlight and "shaky-cam" technique; cut to a balloon floating up through the trees; cut to fireworks exploding in a smoky sky; cut to a close up of young lovers licking each other in the mouth; cut to some innocuous banner they're holding that says something stupid - "Viva la grass blade" ---- What the hell are they advertising?? Levi's Jeans!! Not once in the commercial do we see jeans! I must be too old.
Here's a new one: Three people are sitting at a table at McDonald's. He's taking a picture of his breakfast to post on Facebook or some damn thing. His friends accuse him of being an "over poster." He tells the girl he tagged her - made her the hotcakes - she is wooed. What part of that commercial, in any shape form or fashion, makes me want to go to McDonald's and have breakfast? None. Not one milli-second of hunger pangs.
There are two basic types of commercials. One is long-range name recognition; the other is a call for immediate action. I get that. A commercial that says, "The Three Day Sale - Come in Now!" is a call to immediate action. If you want it, NOW is the time to get it. The long-range name recognition is, "I want something to eat... hey, let's get some breakfast at McDonald's." I get that one, too. I'm just less likely to sit and run through the commercials in my head to make a menu choice.
I like commercials that are message-driven. I like knowing what the product is, seeing what they have to say, and deciding if I want a part of it. What I can't stand is commercials that yell at me!! Some crazed lunatic voice screaming that "RIGHT NOW IS THE TIME TO GET THAT WIDGET YOU'VE DREAMED OF - AT A FRACTION OF THE COST! HURRY IN NOW! IT WON'T LAST LONG!!" Thank the good Lord. We can only HOPE it won't last long.
When I first started in radio, some 34 years ago, I was mentored by a great guy named Doc. He molded me into a pretty darn good announcer. One of his lessons was, "Never start a commercial with a question. It gives people the opportunity to instantly make a negative choice." To this day, my TV watching is filled with those who ask a ridiculous question as the opening. "Are you looking to buy a new home?" Nope! *click* But... I digress!
All of this is to say that today is that day when some of the great commercials will be introduced. They are long-range name identifier commercials - but they are (usually) good. I think one of my most favorites is from a couple of years ago. Fed-Ex did the commercial where the caveman is trying to send a bone via carrier pterodactyl. When his boss fires him for not using Fed-Ex - which hasn't been invented yet - he kicks the "dog" and is then stomped by a mastodon! I LOVE IT! I don't know why. Probably because of the high-end quality; the humor of the caveman's conversation; and the unexpected ending. And of course, Budweiser will ALWAYS have hit commercials. They are great because they tug at your Americana heart strings. I mean, really, Clydesdales and Dalmations - it's like kittens and puppies. And of course, some of the commercials are memorable because sexiness goes a long way to keep a viewer's interest. (Male point of view now ended.)
I hope I'm not disappointed in today's commercials. There have been some through the years where I wondered what the client was thinking when they spent millions on commercial air time for that crappy commercial.
But for now, Here We Go, it's time to Be All That You Can Be, because You Deserve a Break Today!
"Honey! Bring on the chips and dip! The commercials are starting!"
Oh, and by the way, there is supposed to be some football game on, too!
Here's the Fed Ex commercial!! http://www.youtube.com/watch?v=64PWX_GwVQk
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