Not so super ads

The Super Bowl is the greatest spectacle in sports. It’s the one sporting event that transcends gender, age and culture.
Feb 13, 2013


Avid football fanatics, casual sports fans and those who don’t know the difference between a touchdown and a touchback situate themselves in front of the TV for what is every year the most-watched television show in the world.

Advertisers, eager to cash in on the giant audience, shell out more than $3 million for a 30-second spot — because, as we all know, the best part of the Super Bowl is what happens between time outs, when the network cuts away from the game and takes us to the main attraction: the commercials.

We just wish the folks who came up with these commercials would remember who’s watching.

This year’s collection of ads was, by and large, fairly tame. Still, we’ve got an ultra close-up of gorgeous supermodel Bar Refaeli making out with a rosy-cheeked geek in a spot. Then there’s the nearly naked guy with a body straight out of Greek mythology doing yoga poses in his Calvin Kline whitey-tighties.

And how about Kate Upton, her considerable chest bursting out of an inadequate tank top during a Mercedes-Benz commercial?

I’m sure the 20-somethings in the crowd loved these ads. But those in their 30s and 40s, many of whom were watching the big game alongside their impressionable elementary school-age kids, weren’t impressed.

We get it. Sex sells. And when you’re trying to make the biggest splash possible and get the most bang for your buck, you go to the extremes to get people to notice you.

But when parents are covering their kids’ eyes, it’s going too far. Save the racy ads for Monday Night Football, which starts after kids (at least on the East Coast) have all gone to bed.

But let’s keep the Super Bowl as viewing that the entire family can enjoy. Young boys watch the game with rapt attention, dreaming of becoming the next Colin Kaepernick or Ed Reed.

During the breaks, let them laugh at the goat eating the Doritos and get goosebumps when the Clydesdale horse gallops through the city streets to reunite with its trainer. Ads that make us smile, make us laugh, make us pause, make us cry are the ones we’ll remember.

Ads that border on the verge of pornography, on the other hand, ruin what should be a night of good, clean fun for the family.

Our Views reflects the majority opinion of the members of the Grand Haven Tribune editorial board: Kevin Hook, Cheryl Welch, Matt DeYoung and Fred VandenBrand. What do you think? E-mail us a letter to the editor to or log-in to our website and leave a comment below.



Commercial advertisers often seek to generate increased consumption of their products or services through "branding," which involves associating a product name or image with certain qualities in the minds of consumers. Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies -Michael Courouleau


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