Every year, international corporations vie mightily for the semi-regular HB Commercial of the Month Award (celebrating its first anniversary…some day). Particularly on Super Bowl Sunday.
But before we announce the HBCMA winner (sorry for the nerve-wracking tension), a note on the Super Bowl itself. It sorta sucked a little.
But still interesting, because the story will become more dramatic over the decades as historical accounts replace actual. While it was a really a turnover- and penalty-ridden slugfest, dramatic historians will rewrite it as the triumphant final run of Peyton Manning, finishing a Hall of Fame career with a Super Bowl trophy and a scoring pass.
So for the readers of this in centuries future, know this: It wasn’t that dramatic. Billed as a showdown between superstar quarterbacks, distanced by age, race and worldview, neither guy played particularly well. Truthfully, the game was a defensive gem, i.e., dull.
As, largely, were the commercials. If the 50th Super Bowl ads had a through line, it’s this: Pharmaceutical companies have way the hell too much money. Primetime Super Bowl ads on constipation and irritable bowel syndrome? American poop must be big business. Budweiser commercials railing against drunk drivers? NFL ads on how the sport is really for women? You’re disqualified simply for hypocrisy.
The winning ad comes from, of all corporations, some organization called Avocados in Mexico, which touts exactly what you think. Hopefully, they’re as good as their ads. I don’t know who directed this, but said director deserves an immediate U.S. TV show, if only to counter the dull comets who orbit the reality show landscape. The ad:
The literary award, though, goes to the ad for a Toyota Prius. In just 1 minute, 40 seconds the commercial manages to tell a story (a bumbling bank heist) establish sympathetic heroes (they leave some of the stolen booty to the car-theft victim) and manage a running story that would be worth watching. The director of this commercial deserves, at least, to be Michael Bay’s well-paid life coach, just to teach the guy succinct storytelling. The big winner: