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The Super Bowl, once concerned solely with the achievements on the grid-iron, seems increasingly overshadowed by the spectacle of itself, and the commercials presented.
With the amount of revenue generated by the Big Game, every brand wants to stand out from their competition. Apple defined itself with the commercial that aired in 1984’s broadcast. But in such an unpredictable environment, and with so much at stake, advertisers seem reluctant to take risks.
This year’s commercials exemplify a trend in advertising that utilizes celebrities to sell their goods. Moreover, the people featured have similar qualities in that they are all portrayed as likable by the media. From Martin Scorsese to Drew Barrymore, the parade of fame floating from one commercial to another, becomes an indistinguishable blend of personalities and sponsors.
The biggest challenge to this model is that everyone is doing it. Additionally, banking on the transference of trust and familiarity from the endorser, the sponsor is oftentimes eclipsed by their own spokesperson. Still, in an environment of similarity, quality effort will always reveal itself.
Notable in this year's commercials, was Christopher Walken's ad for BMW. Self-referential in a clever way, this piece shows that creativity, and a well-executed concept can leave a lasting impression.
The template for the modern half time show, typified in 1992 with Michael Jackson’s electrifying performance, contrasts sharply with the presentation featuring an Elvis-impersonating magician just two years earlier.
Cemented by progressively more grandiose performances like U2’s; by 2004, what had been predominantly set pieces featuring marching bands, was again redefined by Justin Timberlake and Janet Jackson’s overtly sexual act.
Continuing to evolve, Sunday’s entertainment provided by Usher, employed the now requisite behemoth sets, provocative gyrations, and sweaty bodies; but seems to herald the introduction of a new element, which closes the show with a message to buy the artist’s music.
The half time show is now a commercial!
With all the focus on the money, either paid by sponsors to the network, or by consumers to the sponsors and the NFL, the point of the Super Bowl seems less about determining the best team, and more about the sideshow carnival that accompanies it. Let’s see what next year brings!
Original Illustrations by FreshBrain Creative Agency
