15 Sep 2014
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The Big Lame: When Will Fans Stop Worshiping Super Bowl Ads?

America's obsession with Super Bowl commercials is depressing.

The Big Lame: When Will Fans Stop Worshiping Super Bowl Ads?
Super Bowl viewing wasn’t among the plans when my husband went out of town this weekend, leaving me alone with our daughters, ages seven and nine. 

It was no conscious boycott. I just didn’t think anyone would care. Sunday would be more about grooming the new cat than the gridiron. But after consistent pleas from my oldest to watch The Big Game, I asked some neighbors if we could invade their Super Bowl party. 

I have nothing against epic sporting events and have even set my alarm for profane hours to catch World Cup soccer. 

“It’ll be fun!” “It’s American!,” I told my girls.

The game was a major mismatch, as the entire planet now knows, but this did not bother my eldest daughter.  

“The thing is,” she announced proudly to everyone, “I don’t watch the Super Bowl for the game. I really just get excited about the commercials.”

Say what?

Kids are terrific meters of culture's reach. The fact that hype over Super Bowl commercials got to my fourth-grader, who rarely watches television, is frightfully telling. 

The smiles on Madison Avenue must be obscene now that Americans consider viewing commercials—openly intended to do little more than manipulate us and get our money—a rousing pastime. 

My Facebook feed swarmed last night with updates effervescing over the bi-racial Cheerios commercial and the gay dads in the Coca-Cola campaign. Sure it’s great, but I won’t be surprised if my kids get a can of Coke (of which they have probably had three in their lifetimes) at some point this week. 

More friends seemed to weigh in on James Franco in the Ford Fusion spot then they did on the actual football game. Media outlets all over the web are inviting us to vote for our favorite commercial. That’s genius advertising.

But haven’t we all been watching Mad Men for the last seven years?

In the immortal words of  Don Draper: “Advertising is based on happiness. We make the lie, we invent want.” 

Hut 1, Hut 2, Hut 3, America. We’re being snowed.

Superbowl commercials: Creative reminder to grab another cold one or mind-control at its worst? What's your take? Tell us below.

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