Super Bowl Commercials? SNORT!

I have been a cynical elitist in my life, and I can assure you it is not an avocation worthy of pursuit. When those who ventured an opinion regarding the arts or literature and were met with my practiced wide-eyed snort, they would quickly flee to that all-American of defenses: “Everyone is entitled to his opinion.” (Actually they would usually say, “their opinion,” but grammar isn’t the point here.) Then it was their turn for some form of wide-eyed reaction when I would counter with, “Yes, but some of us are paid for our opinions.”

Though I now eschew both cynicism and elitism, I still prefer professional opinions to amateur ones, and not just in the doctor’s office. Each year, when the polls for the best Super Bowl commercials are released, that wide-eyed snort, well, is just beyond suppressing.

After all, who votes, but people who have been drinking for three hours? Snort! Well, now we can understand why the Romans loved the circus. The hoi polloi gets to use their thumbs, if they can get them out of their noses or asses.  SNORT!!

What is obvious to us professionals, especially those of us who have done it, is that advertising beer is the easiest thing in the world, especially when you have a stable of icons to help you. Though the Budweiser commercial is truly well done, it no longer has anything to do with the product. Though the Bud Light spots are product-oriented, they basically just support that hoi polloi perspective. Also, do you really want people to think of your customer as “that guy”?

Doritos? It’s wrong in so many ways as to defy even snorting. Did the mom actually  laugh at her child being hogtied by the other child?

So, what’s good? Lots of them. But, now that I’m not an elitist, I look forward to your opinions, so see for yourself. But, here are the rules: 1) the commercial has to “sell” you or portray a benefit; 1a) or at least has to be about the brand;  2) the users of the product, service or even brand have to look like they belong with the aforementioned product, etc. or are someone you like and/or admire; and 3) you have to remember what company is paying for it. That terrific spot for the truck, for instance? Was that Chevy? Ford? Toyota? Ooops! Not a good spot, if you don’t immediately know.

If you regard these rules as killjoy rather than necessary, let’s just say that you aren’t worthy of an opinion. Snort! I know, though, that if you got this far, you are worth listening to.