Each year, the Super Bowl football game features the latest and greatest television advertising tactics. Ordinary TV ads being far more expensively and lavishly made, in dollars-and-details per second terms, than even the biggest Hollywood movies, these ultra-hyped ads are always a serious reflection of the state of the marketing art. As such, they get worse — dumber, sicker, more smarmy and culturally childish — every year.
This year’s crop was so godawful, TCT hereby splits its uncoveted Golden Stool Award between three spots, each of which is so mind-bendingly horrible, distinction fails.
First, the directly, proudly fascist:
Paul Harvey was an undisguised fascist, a pal of J. Edgar Hoover, a flatterer and indulger of all that is backwards in white-American culture. His speech used here was racist tripe and one of the most ham-handed and undeserved pieces of audience buttering I’ve ever encountered. Need we compare the percentage of the population that is now farmers to the percentage of the population who merely allow such ridiculous drivel to keep them wasting money driving pick-up trucks? That gap is huge, thanks to this long-running overclass “cowboy” trick.
Next, another remarkable piece:
The two proposals of the ad are “buy this car for your kids,” and “use the in-car computer to control what they say.” Meanwhile, car crashes remain what they have long been — the number one cause of death (including all natural causes) for children aged 1-21. So, yes, get them a car — and be sure to ask for that redundant in-dash cell phone/entertainment computer, which further increases the threat to their lives.
Finally, this one from our old green-washing friend, Alex Bogusky:
Is it magic, this machine that claims to eliminate, rather than merely rearrange, the waste? Um, not so much: