For us Europeans, last Sunday was just a Sunday like any other. We visited family, went to the movies or spent the entire day hung over in bed – as you do. Apart from the fact that it was minus 273 degrees across the entire continent, the 5th of February could have been any given Sunday. On the other side of the Atlantic though, it was a completely different story. Because last Sunday was Super Bowl Sunday, which means 100 million Americans were glued to their TV sets with a bucket of buffalo chicken wings in one hand and a Bud in the other. It’s easily the biggest American sports event of the year and yet due to our cultural differences it’s a sport most of us couldn’t possibly care less about. To the majority of Europeans, watching a game of American Football is about as exciting as watching a glacier move. I’m sure it’s all very captivating if you actually know the rules. But as we haven’t been brought up with it, we have no clue what it’s about and so as far as we’re concerned, American football is right up there with curling.
But our disparate preferences go beyond the action on the field. Because of its enormous captive audience, the Super Bowl traditionally attracts the country’s biggest advertisers. They spare no expense to create the wildest commercials that in 2012 were aired for $ 3.5 million for a 30 second spot during the game. Like every year, I’ve watched all Super Bowl commercials, and just like every year I’m amazed this is the best these big brands can do. But when I read the comments on various sites, it seems I’ve got it all wrong and these multi-million dollar commercials are in fact the cat’s pyjamas. Am I an idiot? Probably. But I’m also European, which is most likely the real reason why these typical, typical American ads just don’t do it for me. Nevertheless, out of this year’s sixty-four commercials, I have managed to find three that I somewhat liked.
out of this year’s sixty-four commercials, I have managed to find three that I somewhat liked
Let’s start off with Audi. I’m guessing the team behind this Audi S7 commercial have got all four seasons of True Blood on their shelves and posters of Robert Pattinson above their beds. Though I wouldn’t go that far myself, I found the idea of a vampire rocking up at a vampire party in an S7 and then inadvertently incinerating all his vampire friends with the Audi’s daylight producing headlights actually pretty funny.
Then there’s Volkswagen, who must have figured last year’s completely random Mini-Vader hit had to be exploited further. Though I have no clue what dogs have got to do with anything in the context of American Football, German engineering, or intergalactic battle, I have to admit the dog orchestra commercial made me smile. The Chewbacca dog actually made me laugh out loud, although I’m still wondering if that’s because I thought it was funny or just plain silly. The Adidas Canteen rip-off bumper I could have done without.
The Chewbacca dog actually made me laugh out loud, although I’m still wondering if that’s because I thought it was funny or just plain silly
Last but not least, I have to hand it to Chevrolet. Not so much for their ‘Stunt Anthem’ commercial (which is impressive only because it’s jam-packed with some pretty solid stunt footage), but mostly for their incredible colab with the band OK Go – featured in this spot as well. Their new music video takes place in a Chevrolet and has been viewed around two million times in a single day. If only Chevrolet had the balls to drop fourteen million to air the entire OK Go four-minute video, then Chevy would have had a truly distinctive Super Bowl ad, scoring big on both sides of the pond. Something to look into for next year maybe.
Oh, and by the way, The New York Giants beat the New England Patriots 21-17. Or so I’ve heard.