At my Super Bowl party last night, the room erupted four times. I mean, erupted, anguished/delighted/horrified shouts of ‘nooooooo!’ We’re generally a sedate bunch, my family and my best friend Wayne; we’re not emotionally volatile, generally speaking. Four times, we went nuts. And only one of those outbursts had anything to do with football.
Here’s how we watch the Super Bowl: we mute the TV during the actual football parts, then turn up the sound for the commercials and the half-time show. Only two of us, me and Wayne, actually like football all that much. My son, Tucker, likes sports, but American football is his least favorite (big soccer fan, though). Other family members are there for the conversation (hence the muting), the commercials, and the theatrical spectacle at half-time.
So when I say ‘we watched The Super Bowl,’ I don’t mean ‘a football game,’ but an entire televisual experience. And when you count the commercials, the evening was almost spectacularly ill-conceived. The themes of the night were dead-or-endangered children, terrible parenting, bad family dynamics, and false religion. Misguided patriotism and patriarchy. It was a night of bad decisions. The half-time show, quite literally, jumped the shark. And the evening culminated in the worst play call in the history of professional football.
For starters, there was this:
Seriously? Are you kidding me? It’s the Superbowl, for freak’s sake. We’re watching it, on TV, with our families. We don’t want, or need, to see a commercial about a cute kid getting crushed by a TV set. (Unless he drowned in a bathtub. The commercial raises that possibility too).
I get that they’re promoting, not insuring your kid (you know, so you can afford to bury him, because that’s going to be your priority), but their child-safety website. But do they really think that the parents of America are indifferent to the well-being of their kids? And that what we need is a website to give us more things to be paranoid about?
A Superbowl commercial about, say, the dangers of your kid getting a concussion if he plays youth football, that might have seemed sort of borderline appropriate. But Nationwide needs to take whoever in Marketing thought this commercial was a good idea, and kindly, gently, show him the door. You’re Nationwide. You sell insurance. This commercial makes us hate you and your product. You spent 4.5 million dollars to make us hate you.
But that wasn’t all. No indeed. Not by a long-shot:
Okay, it’s a Nissan commercial, and it’s about a race car driver, and he’s trying to be a good Dad, but he’s gone a lot, and what he does for a living essentially terrifies his wife, but his kid wants to follow in Daddy’s footsteps, so at the end, he and Dad get into the family Nissan together. Happy ending.Yay, Nissan. And race car driving.
Except the song in the commercial is Harry Chapin’s ‘Cat’s in the Cradle.’ Which is a song, specifically and explicitly, about being a terrible father. I mean, it’s not subtle. It’s an emotionally manipulative song about a Dad neglecting his kid. I’m a Dad, and every time I hear that song I feel horrible about what a bad Dad I am. And I’m not, I think, a bad Dad at all. Which is why I loathe that song. So that’s the message of the song: ‘Buy a Nissan, suck as a parent.’ Again, it’s a song THAT MAKES US HATE YOU. Which strikes me as perhaps not great advertising. (And it’s ninety seconds long. At a cost of 4.5 million per 30 second spot. Multiply 4.5 by 3, and you’ve got . . . uh, carry the 7, uh, a very large amount of money! To make us hate you! Why?)
Later in the evening, there was a ‘tortoise and hare’ commercial for Lexus cars, in which the tortoise wins by driving a Lexus. The previous commercials had been so horrific, I was honestly surprised when the Lexus didn’t squish the bunny. So those are just swell commercials. But it’s not enough for a commercial to make us hate the product being advertised. It’s quite another thing to make a commercial that makes us hate ourselves:
We’re watching this commercial, remember, during the Super Bowl. We’re having a Super Bowl party. I look over at our family room coffee table; I see nachos, dip, three kinds of cookies, M&Ms, a yummie peanut butter brownie trifle. We’re Americans; we know perfectly well we’re fat, and that we’re fat because we eat garbage. Like, for example, we do at Super Bowl parties. Which we’re at. And where we just now saw an ad for Carl’s Jr. So, all you chubbos, you morbidly obese disgusting pigs. Eat yourself into a stupor, then collapse face first on your sofa. We’re Weightwatchers. We care.
But don’t worry. The Super Bowl didn’t just have secular answers to life’s problems. No, there are spiritual solutions available as well. For one thing, the Scientologists ran a commercial, ’cause, see, their faith is both ‘spiritual’ but also ‘scientific.’ I’m persuaded: sign me up.
But there’s also McDonald’s, abandoning the pursuit of filthy lucre, and paying for your oh-so-healthy food (see previous rant) with Troo Luv:
But, no. That’s just love. And while McDonald’s is convinced, like the Beatles, that love is all we need, something still is lacking. What we really need is a genuine spiritual panacea, a way to end cyber-bullying and hyper-partisanship and bring the whole planet together, once and for all. What’s needed, in short, is for someone to dump a Coke into a computer server.
Of course, the Super Bowl, America’s one universally recognized religious holiday, promotes all sorts of religious values. Like cars. Buy the right car: find eternal bliss. We had cars recommended by old people, cars driven by para-athletes, cars driven by Lindsay Lohan, cars infused with viagra, and for true ‘Murricans, trucks, which, apparently, women find the drivers of particularly sexy.
Beer also bestows us with magical powers. It enables horses to defend their doggie friends from wolves, for example. It turns guys into Pac Man. This must be because of its Beechwood aging. Candy, on the other hand, is bad for you. Skittles can give you freakishly muscular arms, while Snickers can turn mild-mannered Brady family members into Danny Trejo and Steve Buscemi.
Ah, the mixed messages. They weren’t all bad. I liked the odd-ball ones; the commercial from Always about empowering young girls, the Loctite Glue commercial, the commercial that came out, strongly and without equivocation, against that national scourge, toenail fungus. Mostly, though, it was a bad year for SB commercials. Terrific football game, awful commercials.
And then Katy Perry came in, singing “Roar” and riding a puppet lion (first appearance of a Lion in a Super Bowl! Sorry, Detroit. . . .). And she was at her effervescent, cartoon-y best. I did think it was odd to have Lenny Kravitz join her for, of all songs, “I kissed a girl” (a song that’s so much less transgressive when sung by a dude). And when you’re Katy Perry, with that thin voice and general dance clumpiness, it’s risky to share the stage with a performer as on-fire as Missy Elliott. But Katy is generous that way, and frankly, I think she’s a doll. I didn’t even mind that she had girls in bathing suits dancing with sharks. I thought her whole set was pop fizziness incarnate; great fun. I could go on and on about the aesthetics of excessiveness; mostly, though, I just enjoyed.
Then back to the football game, and more bad decision-making. Twenty seconds left, second down at the one-foot line, Seattle has Marshawn Lynch, the best short-yardage running back in all of football on their team, with one time-out left in case he didn’t make it. (In fact, on the play before, Lynch darn near did score, and would have except for a brilliant play by Patriots linebacker Dont’a Hightower, which the announcers completely missed). Instead, Seahawks offensive coordinator went with a slant pass to their fifth best receiver. Which an unheralded rookie free agent named Malcolm Butler intercepted, to seal the unlikely Patriots win. A night of bad decisions, ending with an inexcusably terrible play call.
Next year, the Super Bowl will be designated 50. Just that: 50, not L–no more Roman numerals, ever, apparently. I’ve seen, I think, 46 of them. Last night, my family teased me for my overuse of the word ‘orgy.’ The commercials were ‘an orgy of idiocy,’ that kind of thing. But ‘orgy’ works, and not just because of the Romanized numbering. The whole thing’s overblown, overdone, self-indulgent. Katy Perry is too scrubbed-clean to inspire words like ‘orgy,’ but no one can say her half-time show erred on the side of tasteful restraint. The hyper-patriotism, the jets overhead, the fireworks, the obligatory pre-game songs (“America the Beautiful” PLUS the “Star-Spangled Banner” (well-sung, this year, by Adele Dazeem), PLUS the big Carrie Underwood diva number). PLUS a big deal ceremonial for the coin toss. And when it was over, we got Kurt Warner carrying in the Lombarbi trophy like a religious icon, reverently, solemnly; touched, adoringly, by teary-eyed Patriots, with portentous music, like high Mass at Notre Dame. (Better make that St. Peter’s). And then the trophy was handed to Roger Goodell, to present to Robert Kraft. Like, nothing’s official until it’s blessed by rich old white guys. (Who spent this last week sniping at each other, and now had to be freezingly polite: comedy enough).
There’s just nothing funnier on earth than the Super Bowl. Bad taste, bad commerce, bad religion, all rolled into one. Nothing, nothing is funnier.