Another NFL season has come and gone and with it one of the more entertaining Super Bowls in recent memory. The modern day Super Bowl now has three main cornerstones; the game itself, the halftime musical act that MUST appeal to 75% of United States populace and of course, the multi-million dollar television commercial spot.
This years commercials were somewhat lackluster however, this may be very well due to the fact that I ingested 6 different types of animal/species during the game. Cow, shrimp, crab, pig, chicken, salmon were all consumed in a showing of excess so disgusting that it would make Caligula himself blush. According to Ad Age, Pepsi was the big winner of the day as its ads accounted for 19% of the share of voice among the top 10 most-talked-about advertisers. Additionally, the Pepsi-Cola brand appeared to dominate the increasingly important Twitter conversation. Evidently, anything involving Wil.i.am causes early adopters to fire up their Tweetdeck/Twitterifics or whatever the go to app is of the day. The only reason Twitter did not completely shut down was the oversight on Pepsi’s part to not use the election day hologram Wil.i.am in the commercial.
How did Pepsi manage to stand out from all the other brands doing the holiest of Sundays you might ask? Well, first off their spots combined to to fill about six minutes of the available airtime (including other Pepsi brands, Sobe and Doritos). Pepsi which is always trying to fatten up the youth by appealing to the teenybopper generation, ironically used pop culture icons from the past in the majority of it’s spots. Most memorable, was the unintentionally funny comparison of Boy Dylan and the aforementioned Black Eyed Pea’s frontman Wil.i.am. I’ve got nothing personal against Wil.i.am as, he seems like a nice enough guy and has single handedly tried to revive the Union Civil war hat as a fashion accessory. However, even the most naive teenager or suburban mom isn’t buying this symbolism. Nonetheless, the ad was effective in the sort of look what’s old is new, what’ new is old way! According to Paul Simon, every generation sends a hero up the pop charts and loves Rayban Wayfarers!
Of all three I suppose the Pebsuber spot was the most entertaining as it leveraged both the SNL “Macgruber”skits and an ancient looking Richard Dean Anderson from the original “MacGyver” series. Unfortunately, this ad also made me reach for the prozac, because whenever I see a supposedly handsome, 80’s TV star that look like they are a few years away from dementia; it tends to make me question my own mortality. What’s next ? Tom Selleck using a rascal to get around Hawaii?
So at the end of the day, I guess civil war hat’s off to Pepsi. They accomplished what they set out to do by blending cold hard cash, rock legends and cheesy 80’s action series. However, I do think there’s one 80’s icon ripe for using to get those kids guzzling delicous, cold pepsi. Words can’t really do this guy/dog justice so just watch thc clip below. I know “Stylez” for one is probably looking for work.