The Super Bowl has become iconic not so much for the quality of its games (though the last two have been magnificent) as for its status as the advertising blowout of the year. The commonly quoted rate of $3 million for a 30 second spot during the game demands that advertisers exert their best efforts to produce relevant, clever commercials in order to get appropriate bang for their buck. But Super Bowl commercials also offer an interesting commentary on contemporary American society, and are thus worth examination from a cultural perspective, rather than just for their entertainment value. This year, the Super Bowl commercials featured a strong economic subtext. Though rarely explicitly mentioned, the troubled economy was clearly in the mind of the creators of the ads. Thus, even in the midst of the nation’s collective couch potato time, we cannot forget about the uncertain economic times.
One major economic indicator during the Super Bowl concerned the automotive industry. Noticeably absent from the commercial breaks were the large Detroit automakers. Ford, General Motors, and Chrysler made nary an appearance on the biggest advertising stage of the year, despite advertising heavily during the NFL’s regular season. Similarly, only a few car commercials aired, all for foreign car companies (Audi, Hyundai, and Toyota). Used cars and products to make your car last longer also featured somewhat prominently. Cars.com, a used car retailer, ran an advertisement chronicling the saga of a brilliant young man who couldn’t figure out how to buy a used car. Auto-maintenance products, like Castrol (motor oil) and Bridgestone (tires) bought advertising space. The relatively minor number of car commercials (particularly of American make) as well as the presence of ads for keeping the consumer’s costs low suggest the troubled state of the automotive industry, and thus of the economy at large.
Also conspicuously absent from the game was the larger financial industry. Bank and credit card commercials were nonexistent during the game. The large insurance companies did not surface, nor did any sort of financial planner or brokerage except for online discount broker E-Trade. It seems likely that these companies, heavily affected by the financial crisis, were priced out of throwing $3 million toward a single advertising spot.
Other advertisements focused on finding or improving jobs. Monster.com, a job-posting Web site, created one of the night’s top commercials, in which an employee finds himself occupying the same office as the back end of his boss’s trophy moose. Careerbuilder.com, also a job-related Web site, ran a spot featuring tips on how to determine if one’s career needs to find a different direction, mostly notably involving a koala bear getting punched in the face. Though always present in the football advertising world, these companies paid for prominence in the lives of those seeking new jobs. With unemployment rates climbing, this strategy makes a great deal of sense.
The biggest surprise, as well as perhaps the strongest indicator of the disturbed economy, was cash4gold.com’s decision to toss its hat into the nation’s biggest advertising ring. This company, best known for its campy, infomercial-style commercials, encourages people to send them their jewelry and other items made from precious metals, seeking to capitalize on the skyrocketing prices of gold and other specie. Gold, which is now selling at $901 per troy ounce, is often seen as a stable, safe place to put money in times of economic crisis. That cash4gold.com felt confident enough to spend its hard-solicited cash on the nation’s biggest advertising stage speaks volumes. It suggests that the company a) expects that many, many people are in need of quick cash, and b) believes that the crisis will continue long enough to make cash4gold.com’s investments in gold to appreciate. It also featured Ed McMahon, a celebrity personally hit hard by the financial crisis, creating a tangible link to the economic problems of the day. Cash4gold.com preys on economic uncertainty. To see it confident enough in its work to advertise on the nation’s largest stage suggests the depth of the economic slump we are currently in.
While the Super Bowl featured many of the perennials (Bud Light’s cheap laugh gimmick, Coke and Pepsi dueling for their market shares, etc.), the Super Bowl also reflects the cultural climate of the day. This year, the strong subtext of the economic crisis reflects the fears of the companies behind the commercials, as well as those of the consumer. Thus, even amidst a day of national relaxation and consumption, the American people are unable to escape entirely the specter of the financial downturn.
Robby Colby’s column usually appears Thursdays in The Cavalier Daily. He can be reached at r.colby@cavalierdaily.com.
Read More
EDITORIAL: Elect Honor representatives committed to transparency
By Editorial Board | 2 days agoEach candidate has looked to the past to gain a comprehensive understanding of the Honor system and has also exhibited forward-thinking solutions to the Committee’s present challenges.
EDITORIAL: Choose UJC representatives who believe in internal reform
By Editorial Board | 2 days agoAll four of these candidates articulated innovative and practical ideas to better promote the internal sustainability of UJC.
EDITORIAL: Elect Student Council representatives that advocate for students
By Editorial Board | 2 days agoFurthermore, each of these candidates passionately established their focus on the protection of student resources through bargaining with administration.
