Especially when the game isn't that good people's attention turns to the Super Bowl ads. The commercials always attract considerable discussion and even controversy. The spots and the public's reaction to them provide an indicator as to where the edges are in our culture. Often the ad-makers want their product to be edgy, yet they in know that being too far over the line can turn customers against their product, rather than draw them in. One problem is, as a friend of mine used to say, we don't have "a public." We have "publics."
You'd think the VW take off on a Wonderful Life would be safe
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| 2014 Volkswagen Game Day Commercial: Wings |
enough. Not so quick. All the engineers who earn their wings, in der werbespot (commercial), are white guys. Somebody lost his wings on that one, or at least spent the night on the sofa.
Innuendo is the language of advertising--imply don't say. Personally, though my wife loves Reese's Cups, I wasn't too fond of the candy company's ad. It seemed to imply that introducing a third party into a sexual relationship is a good thing. It looks like the edge is further from the center than it used to be
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| Audi 2014 Big Game Commercial - Doberhuahua |
The Doberhuahua won't catch on as a pet, but the concept
that one shouldn't have to compromise--to put it in the words of some older ads, that "We should have it our way," because "We deserve it."--is, in the world of promotions, a given. It is settled. "Settling" is out.
Coke is one of the most wide-spread trademarks in the world. I
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| Coca-Cola - It's Beautiful - Official :60 |
thought them having a variety of people sing "America" in eight languages was cool. Others not so much. Jim Denison does a good job exploring some of the implications. Basically, it seems there are some who say, "It's our song. If you can't sing it in English (We invented that language, didn't we?) leave it alone. Some edges aren't clearly defined.
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OFFICIAL Chrysler and Bob Dylan Super Bowl Commercial 2014 -
America's Import |
Chrysler wants to move one of those boundaries. Speaking the clearest English I've ever heard from him, Bob Dylan is prepared to leave beer brewing to the Germans and watch making to the Swiss, but calling for a pride-in-craft that has been lacking for too long in our nation, he declares: "We will build your cars." It's a theme Chrysler has been on for a while. It's an attempt to move the line. I hope they succeed. It's an illustration of the truth that what is, is not necessarily what will be.
Speaking of change: I noticed as I looked at these ads, that before I could watch the ad, I had to watch an ad for the ad. :)
In case any of this upsets you, watch this. I love it.
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| MetLife : National Anthem - Peanuts Super Bowl Commercial 2014 |
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