In just six days, one of the greatest spectacles in professional sports will commence when the New England Patriots meet the New York Giants for Super Bowl XLVI. And, thanks to the power of media, we don’t have to wait for the best part–the commercials.
A few teasers are already starting their leaks, along with the various finalists from the Doritos Crash the Super Bowl contest. The big ones right now appear to be “The Bark Side” by Volkswagen (below) and the extended Honda ad featuring Matthew Broderick as an adult Ferris Bueller-type. But there are others–like the Doritos finalists, a new E*Trade baby ad, an Eskimo who trades in his dog sled for a Suzuki, and the Audi “Daylight” commercial taking on the neverending teen vampire craze.
One of the most popular ads to come out of last year’s Super Bowl was Volkswagen’s “The Force,” and I have to say it looks like they may have done it again. Maybe my favorite thing about “The Force” is the way it proves that ads don’t have to be insulting or over-the-top to get our attention and do their job. LAMPlatoon doesn’t want to just take apart ads that are offensive; the project aims to pull back the curtain on how all commercials–vomit-inducing or not–try to persuade us and create want. There’s a way to do it without relying on negative stereotypes or statements which are just barely true, and I’m hopeful that the rest of the Super Bowl ads we see pop up over the next week follow in the footsteps of Darth Vader.
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