Every year I want to turn to the non-advertising-industry people at my Super Bowl party (which is all of them) and say something like this:
“I’m sorry. On behalf of my profession, I’m sorry. Here it is, the one day of the year when you’re actually leaning forward to watch the commercials, can’t wait to watch them, and we give you old people making out, talking babies, men in leather bustiers, and the fantasies of 40-year-old white men who drive Hyundais. I’m sorry.”
I don’t say that, because they’d say “shut up, I’m trying to watch the commercials”, but still.
Why do we do it? Does America want this? Have ad people forgotten how to make commercials? Has Facebook and Buzzfeed destroyed the creative process?
But one spot redeemed my profession. It’s so hard to do emotional storytelling well. There are a million ways this could have been ridiculous. But it wasn’t. Perfect music, great shooting, spot-on casting. Bravo to Budweiser’s “Clydesdale Brotherhood.” This is how you do it.
And guess what, ad people? It was #1 on USA Today’s Ad Meter! America wants this stuff! Give it to them! Appeal to their better angels! You can do it!
*”The Decline of Western Civilization, Part 2: The Metal Years” is an excellent hair-metal documentary. I’d suggest you check it out.