The Super Bowl is weird this year. It’s not that I couldn’t care any less about the Atlanta Falcons vs the New England Patriots. I watched the Panthers vs the Patriots in 2004, so I guess I’ll watch this.
But this is the first time in 16 years that I haven’t spent the three weeks leading up to the Super Bowl hyperventilating about the Super Bowl commercials. You see, I used to review Super Bowl ads. Some critics review movies and books. I reviewed incredibly expensive commercials.
Until December of last year, I worked at Advertising Age, the trade magazine that serves as the bible of the industry. It’s a pretty godless industry, but one of the High Holy Days is the Super Bowl. Companies across the spectrum, from beer to super glue to floor mats for cars, pay the hosting network insane amounts of money to run ads during the most-watched thing on TV. This year, Fox was raking in $5 million for 30 seconds of air time. That cost doesn’t include production of ads larded with special effects, CGI animals, celebrities and “humor.” Continue reading