By Paul Yeager, author of Literally, the Best Language Book Ever
The commercials during the Super Bowl have seemingly become so important that perhaps we should call the day Super Ad Sunday, but I don’t understand the one-day obsession with the ads.
It’s the biggest scam of the advertising world:
- Commercials are annoying–365 days per year: Every other day of the year, the commercials (many of which were first shown during last year’s Super Bowl) are avoided because they’re annoying interruptions, but we can’t wait to see them on the day of the big game. Why?
- Commercial Premieres–are you kidding me? The value of a premiere of anything that’s going to be available time and time again has questionable value, but the concept of caring about a commercial premiere is inconceivable to me. You’re going to be sick of the commercial by the end of the month.
- Dumb and Dumber and Dumberer–The very concept that commercials are important has led to the goal of making more and more outlandish commercials each year, meaning more juvenile, sexist, or dumb commercials (or all three in the case of beer ads.)
- Repetition Backfires–Anything clever (or in most cases when dealing with commercials, tries to be clever and fails) quickly loses its charm after incessant repetition–you know, like how commercials are run.
- Cost–Stats about how much Super Bowl ads cost are cited more often than player stats, with many of us marveling at the cost. In a capitalist society, the cost is passed on to people who buy the products being advertised, which are the people watching the game. In other words, we’re being handed a roughly $300 million bill to be paid in full with future purchases. Our excitement by this something is to marvel at.