Well I just finished watching my second football game of the season. Yeah, I watched another game when I was visiting my parents in Tampa. The once proud Forty Niners gave the too cocky Bucs an unexpected whupping, which sure was fun to watch. Still, it was one of only four wins the Niners managed to scrape together this season, so really, how much taunting could I do?
How come I haven’t heard anybody call today’s game Super Bowl Extra Large? I knew it was painfully obvious and an easy target ever since I saw Super Bowl XL in print. And since pointing out the obvious and attacking easy targets is what this space is all about, well there’s my title. Still I thought I would have heard it elsewhere.
I can hear you all now. “Where have you been Leonard? That’s
all they’ve been calling it on TV, radio and in the papers.” Really? Or maybe, “The reason you haven’t heard it anywhere except in your own dopey mind, Leonard, is because it doesn’t make any sense.” Oh. And stop calling me Leonard.
Anyway, I
did watch the Super Bowl today, enjoyed it actually. So much in fact that I think I’ll watch another game next season, probably the Super Bowl again. Those of you who know me know that I am not one who is content to simply live a life of wanton luxury off the unimaginable wealth that flows to me from this blog. Oh no, not I. I
do have a day job, and that job is creating TV commercials. And doesn’t that experience make me eminently more qualified to judge today’s commercials than, say, a loveable but woefully inadequate slob such as yourself? Not really. But it’s my blog so I get to write what I want. So may I present a report card for the commercials of Super Bowl Extra Large!
P.S. CLEANER: The sight of people walking around in biohazard suits to stay clean is not particularly funny at any time. In this age of chemical weapons and pending environmental catastrophe it’s downright insensitive, and creepy to boot. Still, the unintentional irony was not lost on me when this spot came up right after an ad from those sleaze-balls at Hummer. Grade: C
BUD LIGHT: A guy hides bottles of Bud Light around the office to raise morale. When he returns to work he finds that his co-workers are tearing the shit out of the place trying to find the stuff. Not a classic, or particularly clever, but the Bud Light folks understand that base humor and overkill are what’s needed in commercials that are, after all, attempts to get a bunch of drunk guys drunker. Grade: B-
FED-EX: Cavemen are funny. You know it. I know it. And the people at Fed-Ex know it. But this commercial is more than just a cheap laugh at the expense of our knuckle-dragging ancestors. When the hapless “everyman” caveman patiently tries to explain to his boss that he didn’t ship the package by Federal Express because it hasn’t been invented yet, the boss replies in caveman talk “That’s not my problem.” Anyone who has ever banged his head against the wall of inanities of an incompetent superior can relate to this one. Plus I got my only lol of the day when the frustrated guy comes out of the cave and boots a tiny dinosaur that happened to be passing by. Grade: A
ALLEVE: OK, we’re all sick to death of
Star Trek, especially those relics who are still left over from its first incarnation. Still, Leonard Nimoy always seemed like an amiable chap and when we see that he now has to take a pain medication at a
Star Trek convention so that he can make that stupid “Live long and prosper” sign, well it’s funny. He’s both making fun of his aging self and the goofballs who go to those things. We need more of that. Grade B+
AMERIQUEST: Spike didn’t like this one, and I expect a lot of you didn’t. There are some people who are immediately turned off by any humor that is of a slightly dark nature. These people are called weenies. Still, I can’t praise this one too much. Two doctors standing over a patient with those (what are they called, somebody help me here) electric paddles used to jump-start a heart. A fly buzzes by and one doctor zaps it while the other says, “That killed him.” Just as the patient’s wife and kid walk in. Not a high grade for this one—not because it’s dark but because it’s not very funny. Grade C+
BUDWEISER: The first time I saw those live-action horses playing football out in a field I thought it was clever and technically striking. So did a lot of people. So Budweiser, who apparently have no problem beating a dead…well you know the expression, gave us a variation this year. This time there are a bunch of woodland and farm animals watching the game when suddenly a shaved sheep runs onto the field. “Streaker,” says a cowboy, explaining the obvious in case a particularly slow viewer doesn’t quite get it. It’s nice that this beer company was considerate enough to try to include the slow children as well as our president. Grade B
NFL PROMO: These were a bunch of black and white photographs of NFL players holding the Vince Lombardi Trophy as they spoke about why it was so important to them. Nice photography: simple, clean and classy. Sure it’s just a game, but ultimately isn’t everything? Grade: B+
OVERSTOCK.COM: I love this “It’s all about the O” babe, like we aren’t supposed to know what the “O” really stands for. Did you notice they tried to replace her a while back with some hairy-armpitted Guatemalan chick who attempted to guilt us into buying their crap by showing us the poverty-drenched third-worlders who make the junk? “No way, Sister, bring back the “O” babe!” I yelled. And they heard me. Grade: B
BUD LIGHT: Football players on the field are distracted by the fans, who are creating images by holding up those colored cards. They’re pretty good—they create a bottle of Bud Light and then have it poured into a glass and even drunk. Thing is, when you know all this is done by some underpaid geek working 6,000 hours on a computer it takes away a good part of the magic. Grade B-
SPRINT: Two rich white guys in the locker room of their country club (and it is obvious that it’s a country club) are debating one of the most pressing issues of our day: Whose cell phone has the best features. One WASP brags that his has a crime deterrent, and then wings his phone into his friend’s head to prove his point. This spot does have a certain humorous surprise factor, but Spike hated it and she’s usually right about these things. Still, I think I laughed. Grade B-
UNITED AIRLINES: Didn’t United do that commercial with the piano music and a series of drawings showing a guy going through life and then retiring? He’s looking all lonely until he looks up and sees a plane flying overhead and realizes he’s now free to travel? I liked that spot. Today’s used a nice cutout animation (Think
South Park but
so much better.) about a guy going on a business trip. Why he’s suddenly in the forest with a bunch of knights fighting a dragon is anybody’s guess. Is this how these business assholes really see themselves? Still, United has to kiss their butts to sell tickets and this commercial looks pretty cool. Grade: B
DIET PEPSI: Was it really just a few years ago that I had trouble telling the difference between Owen Wilson and Jay Mohr? Well not anymore, babe. Owen Wilson has become one of our biggest movie stars and Jay Mohr, well, he’s in commercials like this. Hasn’t the idea that a can (or a bottle or a dog) becoming a big star surrounded by incredible wealth and adoring women been played to death? There were two of these tiresome things: In one a headphone-wearing Pepsi can becomes a famous hip-hop artist working for P. Diddy, (or whatever the hell he’s calling himself this week) and in the other—I don’t remember but I think it had something to do with Jackie Chan. Lamer than your tired old granny. Grade: D
BUDWEISER: You think I’m a real prick, don’t you? You think I have no heart and am completely made of stone? Well, how did you feel about that baby Clydesdale trying to pull the famous Budweiser beer wagon? Well I loved it, so there. Now excuse me, I have to go iron a skirt for tomorrow. Grade: A
NATIONWIDE: Another winner. In this one we see pretty-boy Fabio rowing a gondola in Venice. I’m already thinking that he’s starting to look a little ragged around the edges when, as if to make my point, he emerges from under one of the bridges and is made up to look like a ninety-year old. The message: Life comes quickly. (Insert dirty joke here.) Here’s another famous guy poking fun at himself. I liked it. Grade B+
HONDA: OK, this spot brings to life the shiny chick with the great bod that you see on all the truck mud-flaps. It’s sexist and demeaning to women, but that’s not the only reason I liked it. At the end she gets into a car that is driven by Yosemite Sam. It took me a beat or two to make the connection (which means Bush is still working on it) but eventually I realized that Yosemite Sam too is a common character on mud-flaps. Sure it’s got a shiny naked chick and a cartoon character, but it still made me think. Grade B
FIDELTY: The latest count showed that Paul McCartney has a net worth somewhere in the two billion dollar range, give or take a few hundred million. So why is he allowing Fidelity to use his image in TV commercials? So they can sell investments to fat-assed baby-boomers like you, of course. Still, it’s always nice to see Paul. Grade: B-
SPRINT: This was the take-off on Benny Hill, with four people chasing each other around an apartment. I’ll tell you how this came about. Some advertising guy who is a big fan of Benny Hill came up with this one. Hell, I myself once did a commercial that was a take-off on
Mystery Science Theater. Why? Because I like the show. I was mildly amused by this one, that is until I remembered how Hill died a lonely man watching TV in his apartment. Grade B-
HUMMER: We open with a monster who looks even cheesier than the ones in the 1950’s Japanese movies (“It was
supposed to, dummy!” lisps the art director.) destroying a downtown when he meets a giant robot doing the same. They fall in love and give birth to a little Hummer. The point? The new Hummer is a monster. Yeah I bet it is, at the gas pump. No, no, whine the idiots still defending this company. The H3 gets much better mileage than the original Humvees! Yeah, well so does a 747. I’m eagerly awaiting the headline that announces that AM General, the maker of these dinosaurs, has filed for bankruptcy. With the looming prospect of Venezuela and Iran turning off the spouts I’m hoping for later this year. Keep your fingers crossed. Oh, the commercial? So-so. Grade B-
BURGER KING: I really would have liked to be a fly on the wall for this creative meeting. OK everyone, what do drunken, overfed, belching guys watching a football game most want to see? A musical! Listen, the production values, with showgirls dancing around with slices of tomatoes and onions one their heads, were first rate. But a musical? Hey, I sat through
Brokeback Mountain but this time you’re really asking for too much. Grade: C
SIERRA MIST: On occasion Kathy Griffin has made me laugh (she was on
Seinfeld, after all) but some people seem to think she invokes laughter just by showing up. Not so. Like most anybody else, she needs a script. This security airport skit fell flat. In it I think they were giving someone a hard time (one of those guys from Stella) just to get his soda. Nah. Grade: C
TOYOTA: OK, we’ve got this guy speaking to his son in an obviously Spanish accent. There is some babbling about putting two things together or something. The gist is he learned English for the same reason that Toyota is making a hybrid. For the future. At worst this commercial is racist, though it’s far too confusing for anyone to ever figure out why. At best it’s a sappy appeal for illegal immigrants to buy a Camry. Either way I felt like taking a shower each time it came on. Stick with the baby Clydesdale. Grade: D
BUD LIGHT: All the “men” are sitting on the roof drinking beer, maybe having a bar-b-que. They exchange the clever things they told their wives so they could get away with such an ingenious scheme, ie. sitting on the roof. One came up to fix the roof, another to adjust his antenna. (Adjust an antenna? Who wrote this—some guy in his 70’s?) Don’t you love when they portray husbands as completely spineless and pussy-whipped? Listen Chumps, if you have to climb up on your roof in order to have a beer and get away from that evil harpy for a few minutes, maybe it’s time to stop drinking and begin saving up for a divorce lawyer. Grade: C
DOVE: This one was more of a PSA (Public Service Announcement. Oh, you did not already know that.) It’s for a charity started by the soap people to help young girls. Apparently the Dove company is feeling guilty for selling something as frivolous as a beauty product (they should talk to the tobacco people—they’d feel a lot better about themselves) so they’ve started some bullshit thing called the Dove Self Esteem Fund. They showed pictures of young girls with a drippy voice-over saying things like, “This girl thinks she is ugly. This girl thinks she is fat.” Well, I got some bad news ladies. She is and she is. Now I’m going to take a few minutes to decide to whom I should give my next charitable contribution: The American Cancer Society or the Dove Self Esteem Fund. Grade: C
FORD: When in doubt, hire Kermit. Who would have thought that the lovable frog would outlive his creator by so many years? Anyway, apparently everybody is pushing hybrids these days. You know we’ve definitely turned a corner when Ford, the American auto manufacturer who couldn’t see a gas shortage coming if it smacked them in the face like a cold fish, wants you to buy theirs. Kermit sings, “It’s not easy being green,” with “green” now representing environmental awareness, of course. Ford may be run by a bunch of greedy dopes, but you can’t blame ol’ Kermit for trying to keep his career going. And he hasn’t aged a bit. Grade: B-
GILETTE: Many years ago, Kiddies, right after the first double-edged disposable razors came out, there was a very funny parody on
Saturday Night Live. It was a commercial that introduced a razor with
three blades. There was even animation to show why three blades were better than two, and it ended with the tag line, “Three blades—because you’ll believe anything.” And of course the events of the last five years have proven that you will indeed. So here’s Gillette coming out with their new razor The Fusion, which has
five blades! Along with animation that proves that five blades are better. Great production values for a product made for idiots. Grade: C