Super Bowl Ads 2012: M&M's Saves Lackluster Group of Commercials

Adam Wells@adamwells1985Featured ColumnistFebruary 6, 2012

Courtesy of M&M.com
Courtesy of M&M.com

The one thing that everyone in this country can agree on is that the Super Bowl commercials are always must-see TV.

Companies always put their best foot forward with over 100 million people watching, so we have come to expect greatness. But, with the exception of the green and red M&M's ads, this year's crop was lacking that extra something. 

In case you missed it, or just want to relive it, the chocolate female M&M was talking to her friends. A guy starts giggling because he thinks she is naked. The red M&M shows up and rips off his skin to reveal his milk chocolate body. 

It sounds stupid written out like that, but watch the video to get the full effect. It was the only laugh-out-loud commercial to air during the Super Bowl.

Betty White's cameo at the end of The Voice spot was funny, but she has been making puns and dirty jokes for decades, so she has lost a lot of her luster. 

Releasing most of the ads on the Internet a week before the game likely didn't help matters because the element of surprise is what makes these spots so memorable.

Knowing what was coming when a commercial first started took out a lot of suspense. 

Of course, it is also possible that the ads just weren't very good. The common theme among this year's ads was sex.

Besides the M&M's and Betty White, you had Adriana Lima showing as much as skin as network television would allow, the GoDaddy.com spots are always good for some images and innuendo, the man flirting with the Fiat that he thought was a hot Italian woman... the list goes on and on, which is really sad when you think about it.

These spots used to be about imagination and creativity.

Now, all the ad makers appear to have just given up.

It's as if they are basically asking how can they appeal to the lowest common denominator, and no one is there to tell them that the ideas aren't creative.

The M&M's spot was creative because it was a different take on the sexual innuendo than we are used to, and that is why it will stand out among this year's Super Bowl commercials.

Next year, these companies should hire Don Draper to come up with an ad or two for the Super Bowl.

He knows all about exposed skin, and he can get you there in more creative, exciting ways than we got this year.