Super and Not So Super Ads: Will.i.am? Green Police?

by Jeffrey Jena

Super Bowl ads have become a competition themselves and are often better than the game. At a reported cost of over $3 million for a thirty-second spot it would be hard for me to imagine that any of the ads are cost effective but it’s not my money, so roll the tape!  Judging from some ads there are either a lot of advertisers who don’t want conservatives to buy their products or a there are a lot of liberals making television advertisements.


Qualcomm’s combined leftist ideology and male bashing in its two ads featuring a guy who is “spineless” and a heavy political video montage by Obama idolater Will.i.am. I guess his stage name is supposed to be clever but it makes me think he was just raised on a little too much Dr. Seuss. Can you imagine the flack a company would get if it let Ann Coulter or Glenn Beck produce a video montage for its Super Bowl commercial? Watch the above clip for visuals of everything from Castro to Al Gore “winning” Florida.

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When Audi’s “Green Police” ad showing government environmental cops arresting people for violating the planet first came on I thought it was a PSA for the Obama administration EPA policies. It wasn’t. Seems as long as you are driving an Audi diesel you are on the right side of the environmental fascists, for now!

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Bud Light’s corporate image of the American male is almost as low as the tech world’s view of women. Guys are beer swilling lay-abouts who will do just about anything to down a few Buds. If their ads were close to being funny I could let it go for the joke, but they were not. Thanks for that uplifting picture of male behavior.

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Once again this year the people who run “Go Daddy” got their pole dancing girl friends a gig on national TV.  I am beginning to think that GoDaddy.com’s ad agency is run by Larry Flynt. Their banned “Lola” ad about an NFL player who comes out of the closet to design ladies lingerie was on the level of a bad SNL skit (like there’s any other kind). They weren’t the only advertiser to get in on the sophomoric heavy sexual overtones bandwagon.

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Monster.com’s ad entitled “Beavers” was perhaps the most shockingly bad outing of the evening. It ends with some inferred bestiality. Hey, it’s a “beaver,” get it. Ha-ha he said, “Beaver!” Cut to people who are unemployed and using Monster to search for a job rolling on the ground laughing hysterically. Maybe that’s why they’re unemployed. Why do these two web firms continue to run this type of advertising? Maybe they have research that shows only mouth-breathing troglodytes use their websites. Maybe all tech firms are run by really nerdy guys who have never lost their virginity. I am at a loss to explain this trend. 

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E Trade has been running its campaign of computer enhanced talking baby ads for a few years now and they had a couple of cute ads especially one where a boy baby was talking on a video link to his girl baby-friend. The whole concept is getting a little predictable although it still has a high “cute” factor. Still, I don’t know how many multimillion dollar investors move their accounts to E Trade because of the funny “milk-a-holic” line.

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The best single ad was a promo for “The Late Show with David Letterman.” Building on another ad Dave had done with Oprah Winfrey. The ad opens with Dave complaining that he is at the worst Super Bowl party ever. The camera pulls back to reveal Oprah sitting next to him trying to sooth his feelings and then pans to show Jay Leno sitting next to Oprah. Jay says’ “He’s just saying that ‘cause I’m here.”  Then Dave mocks Jay’s reply and an exasperated Oprah throws her hands in the air! Hilarious! It also shows that above all Jay and Dave are comics who put the funny about personal differences and even their own shows.

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I loved the Abe Vigoda/Betty White spot for Snickers but my award for the best corporate spots goes to Doritos. For the past several years the folks at Doritos have not hired a big dollar ad firm but have run a national video competition which has produced a steady stream of funny innovative commercials. By unleashing the unfettered creative power of 300 million Americans to get their Super Bowl ads, the Frito-Lay Corporation has been one of the top rated Super Bowl advertisers and has richly rewarded those willing to do the work. Perhaps the Obama Administration should take notice.


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Posted Feb 8th 2010 at 12:44 pm in Culture, Politics, Television | 191 Comments