The Otherside of Advertising – Week 9

I had thought about writing this right after seeing the Super-Bowl advertisements of last Sunday, but then so as not to go off with the mouth and later embarrass myself, I decided to let myself simma down. But, after a week it still continues to erk me, and its not just about the Super-Bowl disaster that occured last week.

The New York Times made a reference to the Superbowl, referring to it next to the Sundance Film Festival and Fashion week as being an event fueled more by the media that goes along with it, and not its original content. In this case – its not just about the football.[1] The Superbowl doubles as medium for people to watch the best the NFL has and the best that the world of advertising has to offer. Advertising has the attention of more than 90 million viewers for that one day, and this year the 2010 Super Bowl became the most watched programme in history with 106.5 million viewers.[2]

Now I don’t watch football but I have always tuned in to catch the commercials, and have been rolling on the floor with laughter with a good many of them. When I tuned into YouTube, popcorn in hand I settled down to be rofl’d again, but instead was left feeling as if I had been slapped in the face. I clicked desperately spot after spot in hopes that one would make the rest all go away. No such luck. The tones were dull, flavourless, weak, and left a very clear message to me: if seeking career in advertising, females no need to apply.

At an average of $2.8 million a spot, not to mention the $100 million plus that is spent by the firms to create them and especially in todays economy I would think that agencies would seek to get the most “bang” for their buck.[3] It doesn’t take millions to be creative, but it does take some brain activity and foresight. Apparently, 40 million women watched the Super Bowl in 2003[4], and 7 years later it was estimated that more than 50 million women would tune for the 2010 game.[5] So why the violence, and animosity towards women, the elderly, the family and homosexuals in many of the ads this year? Why the over targeting of thirty or younger males, who eat chips, drink beer, who sometimes probably enjoy insensitive, immature material and who are misogynistic to their core? Click here for additional rants on the superbowl commercials.

Now, I’m not one for spouting women’s rights, and tooting feminist statements but, after seeing the 2010 super bowl ads, I am rather peeved as to how women were portrayed. Because it’s not like women don’t like football, or sports, or contact, or the male population, or being a woman for that matter. Last week being a woman meant your husband liked his four tires instead of you.

I was even shocked at Audi’s spot, and as a huge huge fan of Audi’s advertising in all forms – print, outdoor and TV, it really had taken a lot. While Audi deserved the recognition of being the most efficient car of 2010, the company in about 30 seconds appeared to show just that they too could be just as wasteful and inefficient as well. All the song and dance, the hiring of hundreds of individuals to make a joke about green policing was as far from funny as possible. It was plain stupid, and a tad i might be so bold as to say, arrogant.

The only commercial that really seemed geared for women was the FloTv spot. It really begged the question: Do I need a regular, big or extra large iPad to handle FloTV? Hopefully it won’t get any of those annoying PMS channels.

The Consumer Generated Super-Bowl Ads


I want to bring forth one last observation. The competition between mommy and daddy, which results in mommy being the winner, brought forth by both MacDonalds and Dairy Queen: videos to come

Now the competition between BMW and Audi has always been fun to watch, and to make up slightly for their SuperBowl fax pas, they’ve aired this new dig. The creative says every friendly competition has a loser. Then, as an Audi pulls past a BMW, a voiceover says, “BMW knows exactly how this feels, as super reads, “Audi has defeated BMW in three straight Car and Driver comparisons.”[6] Video to come.

New York Times Article-

[2] Super Bowl Ratings-

[3] Super Bowl Facts and Figures –

[4] Female Super Bowl Ratings-

[5] Super Bowl Ratings-


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