Welcome to the 20th year of Wien’s Irreverent Review of the Super Bowl Commercials. Twenty years ago, I was trying to answer the question, why would anyone spend $2.2 million on 30 seconds, and how does anyone break through the clutter to get noticed or remembered. Humor and sex ruled the day with the top three most popular spots going to Budweiser – Rex having a bad day (Image), Mountain Dew – Bad Cheetah (Direct hit with their key market segment) and Pets.com Singing Puppet (one of the most recognized dot com disasters.) Last night, the humor was mixed (good and very bad,) the sex was toned down, and there was a greater focus on projecting a positive socially conscious image. However, I was still left wondering how most of the advertisers could justify now spending $5 million on 30 seconds of air time.
Here is this year’s review, with links to all the commercials in case you were using the commercial breaks as a time to go to the bathroom, fill up your plate with Doritos, or pour another glass of Budweiser.