The Super Bowl is still five days away but the buzz around banned ads and controversial commercialsÂ continues. Last week’s ManCrunch.com ad was axed by CBS amongst cries of homophobia and discrimination. And then there’s the Focus onÂ the FamilyÂ commercialÂ that features college football star Tim Tebow .Â Naturally, Â it wouldn’t be the Super BowlÂ without a totally disgusting misogynistic Godaddy.com that was deemed too hot for TV. The most recent advertising reject is cellphone provider KGB’s raunchy advertisement featuring a man who’s head literally goes up his backside.
All of this hoopla, while it makes for decent headlines, seems to be a cry for attention for a major event that could use a creative overall.Â The 2009Â telecast was down in viewers compared to 2008’s record breaking numbers.Â This year’s network CBS won’t likely be stirring up any Janet Jackson-like controversyÂ as aging rockers The Who headline the halftime show. Younger viewers will be wondering “the who?” as older viewers may confuse the band’s performance for the opening credits of CSI. The usual advertisements suspects: Coke, Budweiser, Pepsi, etc., areÂ of course on deck this yearÂ with high-priced commercials Â and who knows if they could bowl us over with surprise and delight.Â CBS announced today that all of the advertising spots for Super Bowl were officially sold out. It is tough to remain optimistic, however, given the grim state of television creativity.
The Super Bowl, like a lot of television, could use a shot in the arm. AdvertisersÂ could help out by taking Super Bowl ads into this century by usingÂ more online interaction, social media tie-ins, and exclusive content that could only be seen on the telecast. Also, leaking the ads to stir up additional headlines is a tiresome trend that needs to stop. While it certainly creates more buzz for the commercials in question, the element of surprise for viewers is gone. Events like the Super Bowl should keep us entertained and on the edge of our seats even when the actual game isn’t exciting.
So what would you do to fix The Super Bowl? Or are you just going to sit there with your six pack and say nothing like you did lastÂ year?