The 2009 Superbowl commercials were just as bad, if not worse, than the 2008 Superbowl ads. I mean they were outright terrible! I was embarrassed for these companies that are putting them out. Now I realize that it has become a tradition in America to try and create humorous ads for the big game. The problem with humorous ads is that they are usually not good commercials. There are exceptions to this of course, but those exceptions are not to be found in any of the past few years’ Superbowl commercials. These are the most expensive commercials on television to both produce and air. For them to flop so horribly is inexcusable - and executive heads should rightfully be rolling.
Not only were not any of the ads good commercials, but they weren’t funny either. I never even broke a smile. Perhaps there is no longer any true creative talent working at any of the ad agencies responsible for the insult to the American intelligence that was perpetrated upon us today. What an incredible waste of money and resources during these times when both should be so precious. I wonder how many jobs Pepsi, Coke, Doritos, Anheuser Busch, and Go Daddy could have collectively created with the money they blew on failed attempts at humor. Certainly none of their ads will be responsible for creating any additional revenue, so they may as well have burned the money.
Here are a few of the less memorable highlites:
• Go Daddy further degraded it’s image by producing a commercial featuring female race car driver Danika Patrick taking a shower. What naked female race car drivers in the shower have to do with registering internet domain names is beyond me. I have never seen anything cheaper, less creative, and less funny.
• Some stupid health drink company or another came back again with more dancing cartoon lizards, mixed in with some dancing hip hop stars. I didn’t know or remember the company when they did this last year, and I still don’t know who they are nor will I recognize their products if I ever see them on store shelves. And it wasn’t entertaining in the least.
• A business meeting in which the company served Bud Light threw an employee out a glass window when he suggested cutting back on expenses by not providing beer at all the business meetings. This was not funny and worse yet suggests that the product is expensive.
• Audi provided the action with a seemingly never-ending car chase scene which suggested that criminals through the past few generations could always rely on Audis when it comes to needing a getaway car. (If that wasn’t the message sorry, but that’s what I got out of it.)
• Doritos ran two commercials (this must be a recession-proof business) both which featured senseless violence that was supposed to be funny. I will give them credit for doing a good job of product branding however, as the Doritos bag was prominently displayed by the guy smashed on the front of the bus windshield. But somewhere in my subconscious mind I now think that consuming this product is dangerous.
• Castrol motor oil came out of the woodwork with an incredibly expensive commercial that pushed the limits of being politically correct. I actually would have liked this one if they didn’t end it by imprinting in my mind the image of a guy making out with a monkey. With that image forever imprinted in my brain I will now go out of my way to make sure I never use that particular brand.
• Then there were the movie trailers. Hollywood must not be in a recession when they can tack on millions to a movie budget for trailers on films that will not be out for months. I was horrified to see an upcoming sequel for The Fast and the Furious. As if there aren’t enough insane twenty-something year olds in lowered Hondas risking my life every time I am on the freeway already!
There was a very consistent theme in all the failed attempts at humor in the ads this year. I cannot quite pinpoint it, but it was almost like the same three guys wrote most of the commercials. You know what I mean? It was all cheap sight gag stuff and no comedy of any substance. Go to any third-rate comedy club and pick a few struggling standup comics and they could have produced ads ten times more entertaining, guaranteed. Of course the product branding probably will still suffer, but at least we would get a decent laugh.