This year’s crop of Super Bowl ads was disappointing — and not just because there weren’t enough commercials with dogs in them.
I counted two ads in which dogs played a significant role, compared to nearly a dozen featuring celebrities, among them Alec Baldwin, Jeff Goldblum, Helen Mirren, Amy Schumer, Anthony Hopkins, Seth Rogen, Christopher Walken, Kevin Hart, Willem Dafoe, Liam Neeson, Ryan Reynolds and Drake.
And throw in a dizzying amount of special effects.
Yes, there was that stampede of dachshunds, all in hot dog costumes, making a mad dash for the Heinz family of condiments:
And there were those dogs scheming on how to get their paws on some of the Doritos displayed in the grocery store.
Neither of those knocked me out, and they pale in comparison with some of the far more funny, far more human, dog ads of previous Super Bowls.
Several other ads featured dogs in small supporting roles — in an ad with singing sheep, and in one where a town seems to occupied nearly entirely by clones of Ryan Reynolds (as if we’re not already seeing enough of the real one of him).
Then, too, a dog was part — and I do mean part — of my least favorite dog-related Super Bowl ad.
Mountain Dew, in an ad for its new beverage, Kick Start, unveiled a puppy-monkey-baby that looked like it would be more at home in a bad acid trip. I can only assume its creators had a little too much Kick Start during their creative process.
I didn’t keep a tally, but I’m pretty sure monstrous or otherwise fictional creatures far outnumbered dogs in this year’s ads — just as special effects far outnumbered moments of humanity, and flash far outdistanced substance.
I won’t show you the worst of them — that pink blob of bulging intestines wandering the stadium in search of a free bathroom. Nor will I mention the name the prescription drug it advertised. I’ll just remind you that Super Bowl ads cost $5 million per spot — and that’s just for the time.
Throw in the production costs involved with having a celebrity or animated intestinal blob tout your product and you’ll begin to understand why you probably won’t be paying bargain prices for anti-diarrhea meds or your next Hyundai.
All in all, Super Bowl ads this year left me unimpressed, feeling a little cold, and feeling a little old. They often left me creeped out — and I include the “Super Bowl babies” in that group. (Is the NFL so hard up for something to brag about that it must boast that the big game makes people copulate?)
This year’s ads left me longing for some of those ads of previous years — when dogs were dogs, and men were men, and internal organs stayed inside us.
Not being a big fan of talking dogs, dogs in costume, or dogs being part of some monstrous hyperactive multi-species hybrid, I didn’t really have a favorite dog ad among them.
Instead, I’d have to give this year’s top honors to the Subaru ads featured during the Puppy Bowl.
(You can find more of our Woof in Advertising posts here.)
Posted by John Woestendiek February 8th, 2016 under Muttsblog, videos.
Tags: advertising, alec baldwin, amy schumer, animals, Anthony Hopkins, baby, celebrities, Christopher Walken, commercials, dogs, dogs in advertising, doritos, Drake, heinz, Helen Mirren, humanity, hyundai, intestines, Jeff Goldblum, Kevin Hart, kia, kick start, Liam Neeson, marketing, monkey, mountain dew, pets, puppy, puppy bowl, puppy monkey baby, puppymonkeybaby, Ryan Reynolds, Seth Rogen, special effects, subaru, super bowl, super bowl 50, super bowl ads, Willem Dafoe, woof in advertising
I don’t remember seeing this Doritos ad during the Super Bowl. Maybe it came later in the game, after the outcome was clear and I tuned out, which as I recall was shortly after the first snap.
Had I seen it, I would have squawked in a more timely manner, because — even though fans chose it as a favorite — I do not like it at all.
Dog riding, like dogfighting and dog racing, is cruel.
And even though special effects were used in this depiction of a kid saddling up on the family mastiff — so he can beat his brother to the bag of Doritos — it sends a bad message to kids (and grown-ups) who don’t know any better.
The ad was one of five finalists chosen in the Crash the Super Bowl ad contest, in which Doritos invites the public to submit their home-made Doritos ads and awards $1 million to the winning commerical.
The “Cowboy Kid” ad came in second, but that was enough to win its creator, Amber Gill, a 34-year-old vocal coach from California, $25,000, a trip to the Super Bowl and a movie contract — and a little criticism from animal welfare types.
Both “Cowboy Kid” and the winning fan-made commercial, “Time Machine,” aired during the Super Bowl and were viewed by an estimated 100 million viewers, minus those who gave up on the big game early on.
Still, given a few of those 100 million are likely stupid or naive enough to try this at home — as any regular reader of this website knows — I’d have to side with those who are complaining about the ad. While making it didn’t involve any dog being ridden, it’s irresponsible ad-making.
Gill told the Orange County Register the idea was inspired by her owns sons, aged 3 and 1, meaning — we’re pretty sure — the sibling rivalry aspect, as opposed to the dog-riding one.
So we’ll have to give this ad a failing grade, and point out — because, unfortunately, it’s not entirely needless to say — don’t try this at home.
If junior needs to get his cowboy on, we’d suggest a saw horse, or daddy’s back. Otherwise, that crunch you hear might not be Doritos.
(To see more of our Woof in Advertising posts, click here.)
Posted by John Woestendiek February 27th, 2014 under Muttsblog, videos.
Tags: animals, children, commercials, cowboy, cowboy kid, crash the super bowl, dangerous, dogs, dogs in advertising, doritos, marketing, pets, riding dogs, safety, super bowl, super bowl ads, woof in advertising
Our favorite Super Bowl ad? This one, of course.
And that was even before we found out it only cost $200 to make.
Joshua Svoboda and Nick Dimondi, both in their 20’s, made the ad, called “Underdog,” with an untrained dog. They didn’t know it would even air Sunday night on CBS, according to the Associated Press.
It was one of four ads aired by Doritos maker Frito-Lay, all of which were created by fans, who were competing for $5 million in prize money if the ads ranked highly in commercial roundups.
The ad came in second in USA Today’s annual Super Bowl Ad Meter, which ranks ads based on a viewer panel’s response, winning the two ad-makers $600,000. The two, from Cary, N.C., said they planned to use the money to pursue film careers.
They said they wanted to make an ad with a dog because they felt those ads are more popular with consumers.
Posted by John Woestendiek February 8th, 2010 under Muttsblog, videos.
Tags: $200, ad, advertisement, advertising, animals, anti-bark, bark, cary, collar, commerical, dog, dogs, doritos, joshua svoboda, nick dimondi, north carolina, pets, shock, super bowl, super bowl ads, untrained, video, won $600, zapped, zapping