Of underwear, flatulence and Betty White

By Steve Wolfberg on 02/05 (0) Comments •
tagged: Betty White, Focus on the Family, Mancrunch, Snickers, Super Bowl, Super Bowl commercials, The Who, Tim Tebow

The Super Bowl is the culmination of months of hard work and preparation, where the best of the best battle it out in front of a huge audience in an attempt to show the world who is at the top of their game.  And I’m just talking about the ad agencies.  I understand there’s a football game on Sunday, too.

Last year at this time, the economy was tanking. Companies were failing, banks were being bailed out and the spots on the Super Bowl were reflective of a more serious time.  But this year, there are no less than three spots featuring people in their underwear, there are countless random acts of slapstick violence, and a flatulent man with a cigarette lighter.  So I would say the recession is officially over.

In addition to the underpants trend, there’s an old people trend: Betty White plays in a football game (Snickers); Chevy Chase and Beverly D’Angelo reprise their role as the Griswolds (Homeaway.com – a vacation rental site); the 1985 Chicago Bears re-do their Super Bowl Shuffle Video.  And, of course, the Who will go straight from the Early Bird Special at their favorite Miami Beach restaurant to get to Sun Life stadium to play at halftime.  

Lots of controversy this year, especially over the airing of a pro-life advocacy spot by Focus on the Family, featuring Heisman Trophy-winning quarterback Tim Tebow and his mother Pam. CBS accepted that ad -- but rejected an ad for a gay dating Web site called Mancrunch, which shows two men, who accidentally touch each other’s hands while reaching for the chips, and then start making out on the couch.

So it’s not so much that the Tim Tebow ad was accepted, it’s the fact that it was the only issue-oriented ad that was. Of course, there’s speculation that the Mancrunch ad was created simply to generate buzz and on-line views, and was never expected to make it on air. Questions:  how will people react to a heavy subject in an environment where it’s all about fun? And what will happen to Tebow’s endorsement future since he’ll be tied to a polarizing subject? The spot will generate a lot of buzz, but will ultimately be forgotten.
 
Also, for a spot that promotes a video game named Dante’s Inferno, CBS would not allow the spot to end with the words “Go To Hell.”  CBS is airing commercials with women in their underwear and men passing gas – but they won’t let the words “Go To Hell” appear in the ad.  Thanks, CBS, for saving our Super Bowl Souls.

I’ll be Tweeting during the game: twitter.com/croninandco