I don’t care about professional sports. Not interested. But I did watch the Super Bowl last night. Or, more accurately, I watched the Facebook
to see what my friends across the country were saying as they watched the game – and as they watched the
commercials.
The commercials are a big part of why many watch this annual televised sporting
event. In my considered opinion they are
the real reason the Super Bowl exists – as an excuse for commercials, advertising
and corporate sponsors. It’s not really
about the game. It’s about selling
stuff. I care about commercials almost as much as I care about professional
sports. I have taught my kids the
mantra, “Commercials are lies.”
Many of my friends were offended or disgusted by the Go
Daddy spot – in which Israeli supermodel Bar Refaeli made out with a rather
stereotyped computer nerd. This was certainly a toned down commercial from Go
Daddy. Their Super Bowl commercials in
years past have pushed the sexy envelope pretty far… This one was tame by
comparison. Granted – it did play on
shallow stereotypes, but I don’t understand my friend’s disgust over it. It was awkward and uncomfortable – yes. But that’s the intended humor of the ad. So why the disgust? Are we disgusted and
offended by kissing? By the nerdy guy
getting the pretty girl? I don’t get
it.
No. I wasn’t offended or disgusted by
that one – the one that most of my friends seemed to hate. It was the two commercials that most of my FB
friends seemed to love that bothered me the most: Oprah Winfrey’s two minute spiel for Jeep,
and Ram Truck’s use of Paul Harvey’s “God
made a farmer…”
Let me here and now declare unequivocally that I do not
dislike Oprah Winfrey, American soldiers, Paul Harvey, God, or farmers. I am not speaking against them. I am not dismissing them.
What I don’t like is using them to sell stuff. It’s crass and it’s
manipulative, and ugly.
One of my friends responded that she didn’t see it that way at all. To her the Ram commercial “was a tribute to
the hard working people who are always working to put food on our tables.
Farmers are amazing people.”
And I agree. Farmers are amazing. But that has nothing to do with trucks. America values its soldiers, but that has
nothing to do with Jeeps. These are
commercials, not tributes. They are
carefully and purposefully designed to sell things by linking our warm feelings
to their products.
Commercials are lies. Not tributes.