I started this blog almost exactly one year ago, and around that time I watched the Super Bowl and wrote one of my first posts about the ads contained therein. This seemed appropriate. When I was a kid, I watched the Super Bowl every year, and was very much in tune with the post-modernist zeitgeist of caring more about the ads than about the football game. Besides which, almost everyone in America watched the Super Bowl, the ads cost a lot of money, and that made it all worth watching.
Some years later I began to question the doctrine that something was worth watching just because it cost a lot of money to make and a lot of other people watched it. Sometime after that, when I’d converted to Christianity, I even considered that huge budgets and massive audiences might suggest that something was not worth watching. Nevertheless, I have watched the Super Bowl during both of the past two years, chiefly because friends invited me to parties and I felt it would be rude to refuse.
That said, this year I did manage to skip some of the ads by hiding in the kitchen or merely turning my eyes away from the screen. Among those that I did see, it looked as if the two major themese were naked (or nearly naked) people and celebrities that I didn’t recognize. The minor themes were polar bears and Prohibition. There was nothing that struck me as positive or uplifting, and there was a lot that I wish I hadn’t seen. In particular, I wondered about the effects when children age 8, 7, 6 or even younger see over and over again the message that women exist only to take their clothes off. That’s been the theme of every godaddy.com commercial as far as I know, but now it’s expanding into ads such as the dreadful one for the Toyota Camry. (While there’s always been plenty of reason to complain about the media treating women as objects, few ads take it as literally as that one.)
Since it is traditional to pick a favorite, I choose this one:
However, overall the crop was quite poor. Perhaps next year I won’t bother watching.