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Super Bowl Advertisements: Boring Commercials Make Bland Big Game Worse

Michael DixonAnalyst IIIFebruary 7, 2012

LAKE BUENA VISTA, FL - FEBRUARY 6:   In this handout image provided by Disney Parks, Super Bowl XLVI MVP and New York Giants quarterback Eli Manning poses with Mickey and Minnie Mouse on February 6, 2012 at the Magic Kingdom at Walt Disney World Resort in Lake Buena Vista, Florida.  Manning visited the theme park took place only one day after he led his team to a 21-17 victory over the New England Patriots in Super Bowl XLVI in Indianapolis.  Immediately following the game, Manning looked into TV cameras and shouted 'I'm Going to Disney World!'  He is the latest star in the famous Disney commercial series. (Photo by Gene Duncan/Disney Parks via Getty Images)
Handout/Getty Images

If you are not a fan of the Patriots or Giants and managed to stay awake for the entire Super Bowl, I salute you. From the game itself through the commercials, Super Bowl XLVI was not a day where anyone brought their A-Game. 

There was a time when the Super Bowl was almost always a blowout but the commercials were interesting; that has turned 180 degrees. 

Take a look at the last ten Super Bowls. The blowouts just aren't there. 

Winner Loser Score
Buccaneers Raiders 48-21
Patriots  Panthers 32-29
Patriots Eagles 24-21
Steelers Seahawks   21-10
Colts Bears 29-17
Giants Patriots 17-14
Steelers Cardinals 27-23
Saints Colts 31-17
Packers  Steelers 31-25
Giants Patriots 21-17

Only three games were decided by more than one possession and only one of those was a blowout. But in that time, the commercials have taken a hit, and it's just the law of averages. 

It is too easy to see the commercials before the game starts, so no one is paying much attention or is worried about leaving the room during a break. Too many commercials say something like, "Go online to see the rest." If people are anything like me, that is just not going to happen during the game and it's too easy to forget afterwards. 

On top of all of that, there are only so many good ideas out there. After 46 Super Bowls and who knows how many commercials for how many different companies, there just aren't many creative thoughts anymore. So we end up seeing rehashed ideas or commercials that try too hard and fail. 

But the advertisements weren't the only thing that let us down. The game itself resembled a contest you would see early in the season. It was far too bland to be a Super Bowl. 

The game just moved slow. Given how explosive the two offenses are and the fact that it was in a dome, a high-scoring game seemed likely, yet that didn't happen. But the low-scoring game wasn't because of anything the defenses did well, and that's what made the game so bland.

No, we got dropped passes from veteran receivers in Wes Welker and Deion Branch. We had an underthrown ball from Tom Brady when Rob Gronkowski was wide open. The Patriots had an intentional grounding that was caused more by a miscommunication between quarterback and receiver than a strong pass rush. 

A Hall of Fame coach in Bill Belichick made a terrible challenge on a play that happened right in front of him when he had time to get word from the booth. I am sure the Patriots would have liked that timeout and the extra 40 seconds at the end of the game. 

The Patriots took too long to let the Giants score and when they did, New England couldn't even get that play right. They needed to have players by Ahmad Bradshaw, just not making an attempt to tackle. Without those guys, he came to a complete stop and stumbled into the end zone. 

If the Patriots were around him, Bradshaw would have either ran straight in or left himself vulnerable to get smacked. If a back is standing still and gets hit, a fumble is likely. 

While we're on the subject of fumbles, the Giants coughed the ball up twice only to have it bounce right to their players. The one fumble they lost came when the Patriots had 12 men on the field. 

All of this means that it was a sloppy, poorly played game. It was close, but there's very little else about Super Bowl XLVI that really stood out. 

If you are not a fan of either the Giants or Patriots, this game is not going to be memorable at all. The play on the field was sloppy and the entertainment around the game was unoriginal. This was not the finest hour for the Super Bowl or its advertisers. We can only hope that next year is better.