Super Bowl Once Again MostScandelous Game on Television
by
Emilia Huneke-Bergquist
Just as we were all forgetting JanetJackson’s unfortunate slip at the 2004Super Bowl, game number forty-onearrived. Not to worry, the unusuallydemure Prince had nothing to do withit; this time, it was advertisers who“malfunctioned.”With a thirty-second spot during thegame running just over 2.6 milliondollars, it is understandable that,according to a ComScore poll, 48 percent of viewers watch the gamesolely for the commercials. Each year,corporations work for months and paymillions to impress consumers duringAmerica’s most watched television program. This year’s bowl boasted animpressive 93 million viewers, makingit the third most watched programin television history, just after Super Bowl XXX and the M*A*S*H finale,and with so many millions of viewersliving in today’s hypersensitive society,it is no surprise that this year’s gamewas not without controversy.Less than twenty-four hours after thefirst commercials had aired, several gayrights groups, including the Gay andLesbian Alliance Against Defamation(GLADD), filed formal complaintsagainst the Masterfoods USAcooperation for a Snickers advertisementthat aired during this year’s Super Bowl. The commercial showed twomechanics sharing a candy bar, almostkissing, then “doing something manly”to try and compensate. According toMasterfoods, consumer feedback wasgenerally positive, but Neil Giuliano, president of GLADD, released astatement saying, “That Snickers,Mars, and the NFL would promote andendorse this kind of prejudice is simplyinexcusable.” Masterfoods quickly pulled their commercial from the air,releasing an apology to everyoneoffended. However, they were not theonly ones to be hit with post-bowlcomplaints.General Motors’s advertisementfeaturing a robot who dreams it is pulled from the assembly line beforethrowing itself from a bridge has drawnsharp criticisms from mental healthorganizations, who claim it belittlesthe tragedy of suicide. Originally, GMagreed to keep the commercial on theair unedited, but the corporation hasnow decided to edit the bridge scene before it airs again during this year’sAcademy Awards.Both controversies come after the premature release of a commercialfeaturing Kevin Federline—who later apologized for angering America’s fastfood workers after his portrayal of one.In today’s society, all of the apologiesand pulled ads are no surprise, andthe consumer and political strength of such groups is quite notable. Yet, as themajority of people who felt no offense,nor prejudice, while viewing the Super Bowl we, too, are responsible for voicing our opinions. As the men inthe snickers commercial ripped their hair—we laughed, as the robot fell—wecringed, and as “K-Fed” rapped—well,we did a little bit of both. At no pointwere the commercials anti-gay, pro-suicide, or demoralizing. They wereentertaining and creative, and shouldthese ridiculous complaints continue, itis not likely we will be seeing either of those things during next year’s Super Bowl.
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