Monday Morning Quarterback: Another NFL football season has come to an end, and
everyone is tittering about Janet Jackson's right breast. The FCC wants to take a closer look, and has launched an investigation. It's not that big a deal, really, but it seems that the media "shock and bra" coverage of Janet's over-exposure is distracting us from the more remarkable Super Bowl moments.
For openers, Houston's own child of destiny, Beyonce, hit all the politically correct notes with her patriotic rendition of the national anthem. Her escort, General Peter Pace, Vice-Chairman of the Joint Chiefs of Staff, seemed to give the whole "bombs bursting in air" crescendo even more relevance this year. "That our flag was still there," draped over the shoulders of cowboy Kid Rock at halftime, was just sad. Showing more cleavage than Janet Jackson, deep thinker Jessica Simpson got "choose to party" out of the thoughtful multi-celeb public service piece "Choose to Get Involved. Choose to Vote." Fearing that the Super Bowl audience might actually vote, CBS rejected the
election ads of Moveon.org: but
the message got out on the Internet and in the press.
Christie Brown, a University of Michigan assistant professor of marketing who was an advertiser before she switched to academia 11 years ago, notes that advocacy groups can use their ads' rejection as an opportunity for guerrilla marketing.
"A cynical person might say they get almost as much mileage from getting rejected as from actually paying the $2 million and going on air," Brown said. "That might actually make it more interesting than if it was tucked between ads for beer and an erectile dysfunction drug."
PETA's sausage didn't get to play in the supergame, either. And, the Las Vegas Convention and Visitors Authority was prohibited from running a tourism ad during the Super Bowl broadcast, while the State of Nevada's economy was helped out with a large share of the $81.2 Million bet on the football game.
Here's where you can
see all the Super Bowl ads. It's too bad that everyone didn't get to see the Super Bowl ads that aired in Canada. I know, the lament is usually the other way around, and most of the Canadian ads were unremarkable, indeed. One Canadian ad was outstanding. I don't think this ad ran in the USA, but a beer ad for Labatt's Blue Light probably would have been the watercooler chatter, if media reaction to the MTV kiss by Britney and Madonna is any indication. This Blue Light ad features two girls at a bar, one lavishing herself with lip gloss using one of those stick applicators. The other girl says, "I like your lip gloss." "Thanks, want some?" The girls lock lips in a passionate exchange of gloss. Guys just stare in amazement, holding their beers. Now,
that's a Super Bowl ad I would have expected to see in the
USA Today 16th Annual Ad Meter if it ran in the States.
For Anheuser-Busch, which controls more than half of U.S. beer sales, it was a night to toast -- and toast again. Not only are Budweiser and Bud Light the world's top-selling brews, but they also appear to own Madison Avenue's most effective laugh-generating commercials.
Did the brewing giant lower its taste standards this year?
"We had to talk about (some) spots to make sure we didn't offend anybody or go over the top," says President August Busch IV. "We hope the humor didn't offend anybody."
Not me. What struck me most about this year's Super Bowl extravaganza was that it featured a really good football game. I'm already looking forward to
next season.
Posted by
abnu on Monday, February 02, 2004 @ 11:48 AM
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