It’s the Monday after the Super Bowl so the question gets asked…what were your favorite commercials from the big game? Odds are they can be put into some pretty basic categories…
Inspiring/Nostalgic: Tributes to country, dads, moms, places, things, the NFL, traditions, childhood themes, etc.
Animals: Acting like humans, outsmarting man, animated, real life, it doesn’t matter as long as they are cute.
Trailers: For that new blockbuster movie, tv show, or video game.
Babies/Young Children: Acting like adults, acting like babies, talking, showing off general cuteness.
Attractive People/Celebrities: This can be a sub-section of all the above. Unless you are GoDaddy.com, which just needs to stop thinking the “unedited content” they are tossing on the web is worth the look.
And most notably…
The Young Male Buffoon: Who knew watching middle aged men trying to figure out life was so hilarious?! Crotch shots, oggling women, doing things for beer, being outsmarted by their pet or child, as their female counterpart facepalms every step of the way.
And this last category was in abundance last night, women nags man about his eating habbits, jogger gets pelted with can. Bully gets hit in the crotch with a can. Man is so messy that he kills a goldfish. When left to his own devices, guy is too honest about girlfriend’s boobs. Guy is loves Doritos so much he licks fingers and steals pants (btw was he channeling Nick Swardson’s “Terry” character a bit there?). The list of obvious gags goes on and on.
So we have the biggest budgets and the supposed smartest people working on this, the question is then “Why does the humor of a Super Bowl commercial go as simple as possible?” Companies spend a ridiculous amount of money for these ads so why not do something truly funny to be remembered? Is the least common denominator gaffe of a crotch-shot the best way to be remembered or even the best association you want for your brand?
We all know there’s a recession going on, so is spending millions on an ad even a wise business decision to make these days? One of the most popular ads of the night went to a Volkswagen commercial that featured a child dressed as Darth Vader. This video hit the internet days before the game, giving it millions of hits and countless amounts of buzz even before it aired on Sunday. So can this model of releasing a good, funny commercial online circumvent the need to shoot for the LCD and save a few bucks?
In a nutshell, the answer is “yes…to a degree.”
So before everyone floods the web with their 30 seconds of funny clips to move product. The real factor at play here is “captive audiences” and that makes all the difference in the world. Since there’s no guarantee of eyeballs in the online setting and the definition of “viral” ensures no sure thing, advertisers are always going to hedge their bets through broadcasting to over 100+ million people with the hopes their message resonates with a fraction of that number. If they can increase those odds of seeping in by keeping their message to simple universal topics and grab a quick chuckle, then that’s the road well traveled they are going to take.
COMEDY IN THEATERS:
Just Go With It – Starring Adam Sandler, Nick Swardson, and Jennifer Aniston
COMEDY ON TELEVISION:
Monday, February 7th
Martin Lawrence on Late Show With David Letterman
Ryan Stout, Chris Hardwick on Chelsea Lately
Nick Swardson on Conan
Katy Perry guest stars on How I Met Your Mother
Tuesday, February 8th
Adam Sandler on Late Show With Davide Letterman
Kevin Nealon on Late Night With Jimmy Fallon
Thomas Lennon on Last Call with Carson Daly
Jo Koy, Greg Proops on Chelsea Lately
Craig Ferguson, Kevin Hart on Conan
Margaret Cho on Lopez Tonight
Martin Lawrence on Live with Regis and Kelly
Wednesday, February 9th
Adam Sandler on Jimmy Kimmel Live
Chris Elliot on Conan
Joan Rivers on Lopez Tonight
Thursday, February 10th
Josh Wolf, Loni Love, Mo Mandel on Chelsea Lately
Seth McFarlane, Dana Gould on Conan
Friday, February 11th
Ed Helms on Late Show With David Letterman
Adam Sandler, Aziz Ansari on Late Night With Jimmy Fallon
Josh Wolf, Lavell Crawford, Heather McDonald on Chelsea Lately
Comedy Central Presents: Al Jackson premieres on Comedy Central
Saturday, February 12th
Russell Brand (host) and Chris Brown (musical guest) on Saturday Night Live