Let’s just admit that the Super Bowl was weird this year.
I’m not talking about the game. To be honest, I could really hardly care less about the game. When it comes to winners and losers, I’m one of those people who wishes that both teams could win. I think the coach of the winning team should let the losing team score a touchdown so that no one’s feelings get hurt. I worry about concussions, broken ankles, and compound fractures. I can handle some of the most graphic zombie films ever made but football just freaks me the fug out.
Instead, I’m one of those people who watches for the commercials and this year, the commercials were odd. I guess that’s to be understood, all things considered. But even when you take into account the pandemic and the general sappiness of modern American culture, the commercials felt weak. There were a lot of inspirational commercials. Bruce Springsteen gave a two-minute monologue about America while sitting in a jeep. There was a Ford commercial about how we’re all in this together or something like that. The beer commercials were less surly and more cringey this year. There were a lot of commercials with celebrities where the whole joke seemed to be, “Hey, look! A celebrity!”
There were precious few commercials for any upcoming movies or TV shows. In fact, there were four. FOUR! Every previous year, I’ve worked myself to a beautiful exhaustion trying to keep up with all the movies being advertised during the big game. This year, I wrote a few — very few — words about Coming 2 America, Old, The Falcon and the Winter Soldier, and Raya and the Last Dragon.
Anyway, with all that in mind — here are 6 commercials that I did enjoy. I don’t know if it’s right for me to say that any of these really qualify as a “favorite” because I really didn’t have any favorites this year. But, the important thing is that I enjoyed the commercials below.
6) Edgar Scissorhands — Cadillac
I guess Edward is dead or something? Because Edward’s definitely not in this commercial. I can only assume that he died or he moved to Paris and was later judged to be too problematic to be invited back to appear with his son. Well, regardless, this is a cute commercial. I wouldn’t necessarily say it’s a good commercial because people are going to remember Edgar on the bus more than they’re going to remember the Cadillac but still, it was nice.
5) Adam Levine Sets Up Gwen Stefani and Blake Shelton — T-Mobile
But if not for the spotty network, Gwen and Blake never would have gotten together! Oh well. What matters is that Gwen and Blake are a cute couple.
4) Jason Alexander Hoodie — Tide
This was actually kind of a disturbing commercial but then again, I like the idea of clothing that screams at you.
3) Doritos — Flat Matthew McConaughey
It was weird enough to work.
2) Alexa — Michael B. Jordan
It was sexy enough to work.
This made my night. This ad was short. It wasn’t pretentious. It didn’t pretend that it was going to bring America together. It didn’t feature Bruce Springsteen doing his Kerouac imitation. Instead, it popped up for five seconds, it freaked a lot of people out, and it kind of gave the finger to the whole silly culture that’s sprung up around Super Bowl advertising. That was brilliant. (Considering that Reddit has now become the favorite scapegoat of the establishment, I applaud them for raising their profile as opposed to just meekly waiting for the storm to pass.)
Reddit wins the night! And, just in case the above video gets taken off of YouTube for some reason, here’s the ad:
Through the Shattered Lens 