Tag Archives: Super Bowl XLIII

Amusing Monday: Plenty of Super Bowl ads show water in some role

It was easy to find water in this year’s Super Bowl commercials. In fact, some of the most entertaining ads featured water prominently, while others contained clear references to it. So I’m happy to continue the after-bowl tradition of reviewing commercials that people enjoyed during the big game.

One of my favorites was a pairing of fire and ice, a promotion of both a spicy new version of Doritos and a new lemon-lime variant of Mountain Dew, featuring Peter Dinklage and Morgan Freeman. Brian Steinberg of Variety magazine called the commercial “colorful and full of music and surprising raps.”

“That’s a tough order and sort of a challenge, but they found a clever way to do it,” said Ed Cotton of the independent ad agency Butler, Shine, Stern & Partners, as quoted in the Steinberg piece.

In general, Steinberg and other observers noted how advertisers this year seemed to shy away from politics and socially minded issues in favor of entertaining commercials about entertainment — that is, promotions for a lot of new movies and TV shows.

Margaret Johnson, chief creative officer for the agency Goodby, Silverstein & Partners, which created the Doritos-Mountain Dew ad, said she noticed a humanitarian theme this year and not so many women running around in bikinis, according to an article by Sapna Maheshwari in the New York Times.

“I was just thinking that one thing I haven’t seen are those ads that objectify women, which is refreshing,” Johnson was quoted as saying. “And guess what? There’s still funny stuff on the air. We’re making progress.”

One commercial with a strong water connection showed a cadre of Vikings towing their Ram truck across the ocean to get to the Super Bowl while singing “We Will Rock You.” They turn back when they find out who is playing in the game. The second video on this page is an extended version of the commercial you might have seen on television.

Many of the commercials viewed yesterday actually hit the Internet before the Super Bowl. In the month leading up to the game, the one that got the most hits featured Budweiser water, according to Business Insider magazine. The notes on the company’s YouTube video said Budweiser employees helped provide 79 million cans of water to people affected by natural disasters across the United States since 1988.

The second-most watched commercial before the game was a promotion for a movie called “Dundee” that nobody will ever see, because this series of ads is strictly an effort to get people to visit Australia. Three ads feature characters who might work well together to create an exciting movie. The titles are “Dundee — Official cast intro trailer,” “Dundee — Water Buffalo,” and “Dundee — The Son Of A Legend Returns Home.

But for all the promise of glory, the true nature of the visit is revealed in the amusing final video on the homepage of Tourism Australia.

One low-key commercial focuses on the true value of water. I’m not sure how well the message came through during the 30-second spot, but it’s another commercial in a long-running series by actor Matt Damon, cofounder of water.org. This organization helps to improve the health of people in third-world countries by providing permanent sources of drinking water.

This Super Bowl commercial encourages people to purchase a limited-edition glass with the logo of Stella Artois, a Belgian beer. The “chalices” were designed by female artists from three countries to reflect the different styles of Mexico, India and the Philippines. Check them out at water.org. According to the promotion, the $13 derived from each sale is enough to provide clean water for a variety of uses to one person for five years.

A funny commercial that has received little attention in the advertising media depicts some elderly folks still getting up to an alarm and going to work in a variety of occupations. The ad, by Etrade, encourages investment by younger people, so they won’t be tossed around by a firehose in their older years, as shown at the end of the piece. Tagline: “Over 1/3 of Americans have no retirement savings. This is getting old. Don’t get mad. Get Etrade.”

Another commercial I liked features water in a minor role, while no less than six celebrities toss out humorous lines. In “Alexa Loses Her Voice” — the Amazon commercial voted the best of the day in a USA Today survey — actress Rebel Wilson “sets the mood” while Alexa is out of service.

Michelob’s “I Like Beer” commercial features lots of people singing the drinking song, including one guy who somehow manages to sing underwater while swimming laps in a pool.