Super Bowl Commercials: Hollywood’s Mirror Image or Missed Opportunity?
Move aside, Taylor Swift! Super Bowl LVIII had something for non-football fans too, and we’re not talking about halftime performances. Millions of viewers eagerly awaited the commercial breaks, defying the trend of ad-skipping in the age of streaming. But did these star-studded, big-budget ads hit the mark or were they just a reflection of Hollywood’s overindulgence?
These commercials pulled out all the stops, bombarding the audience with flashy effects and a heavy dose of nostalgia. Yet, amidst the glitz and glamour, very little actually resonated with viewers.
This phenomenon isn’t new. Over the past decade, as ad buys have grown bigger, the canvases for creativity have expanded proportionately. The age-old adage of being clever or droll no longer applies. It’s now about creating something big, bold, and revolutionary. After all, why spend millions on a 30-second spot if it doesn’t make a grand statement?
Consequently, the products being advertised often get lost in the spectacle. For iconic brands like Coke or Budweiser, it’s about generating buzz rather than raising awareness of what they actually offer. But for the majority of commercials, they simply fail to leave a lasting impression and instead contribute to the visual noise.
Despite the star power of Ben Affleck, Matt Damon, Jennifer Aniston, Post Malone, Usher, and Beyonce, among others, most of the ads came and went without leaving a mark. However, there were a few exceptions that managed to break through the clutter.
In a killer spot for BMW, Christopher Walken leaned into his unique line readings, captivating audiences with his distinct charm.
Arnold Schwarzenegger, too, had a memorable State Farm commercial where he playfully spoofed his own Austrian accent. The simplicity of the ad and the inclusion of Danny DeVito in an unspoken homage to “Twins” struck the right comedic chord.
Google Pixel took a different approach, avoiding extravagant effects and celebrity endorsements. Their commercial showcased the power of their phone technology through the lens of a sight-impaired man, capturing heartfelt moments in crystal-clear detail.
Reese’s hit the mark by introducing a new caramel-topped peanut butter cup, relying solely on rich humor to engage their loyal fan base – no stars or fancy effects required.
However, not all commercials managed to find the funny bone. Michael Cera’s spot for CeraVe skincare products felt like a clever concept that fell short in execution, leaving us yearning for more comedic punch.
Jenna Ortega’s Doritos spot also missed the mark, as the focus shifted away from her and towards two boisterous older Hispanic women on a mission to get their hands on the chips. While it aimed for laughs, it ultimately left viewers feeling a bit uncomfortable.
Interestingly, Hollywood often faces a similar challenge. With exorbitant budgets and all-star casts, the industry churns out blockbusters with dazzling effects and familiar storylines, only to leave audiences underwhelmed. Remember “The Flash,” “Indiana Jones and the Dial of Destiny,” “The Marvels,” or “Haunted Mansion?” Yet, every now and then, a low-budget import like “Godzilla Minus One” steals the show, showcasing that bigger isn’t always better.
In the end, Super Bowl VXIII did deliver on the hype, albeit with more misses than hits. These commercials remind us of Hollywood’s penchant for excess, and how even the most star-studded spectacles can fall short. So, next time you watch a big-budget ad, ask yourself if it truly leaves an impression or fades away like visual noise.
Now, go ahead and share this amusing article with your friends, because who doesn’t love a good laugh at Hollywood’s expense?
