An Outlandish Entrepreneur’s Perspective: What Do Last Week’s Superbowl Commercials Mean (or Not Mean) For American Politics?
If you watched last week’s Superbowl, you probably noticed something a little different about this year’s smorgasbord of commercials. For one, they weren’t exactly a smorgasbord.
Although the subject matter was obviously varied, the tonality of the commercials was decidedly homogenous. Oddball, inherently random, humor was featured in one commercial after another, with little variation, particularly amongst the “comedies.” Five years ago, this oddball humor was the exception, showcased in the handful of gems amongst the dry and non-daring bunch, but times have indeed changed.
Examples from this year’s crop, to name a few from many, include: Shaquille O’Neal riding a race horse, (Vitamin Water), a baby articulately explaining online stock trading (Etrade), and a witch doctor showing up at a car dealership (Cars.com).
So, what’s the connection between this trend in Superbowl commercials and American politics? Perhaps nothing. However, I would suggest - and feel free to visit my house and beat me with a Vitamin Water if you disagree – that these Superbowl commercials are evidence to America’s current embrace of the oddball, at large. In other words, the marketing wizards behind these Superbowl commercials understand that our country, now more than ever, with one African American and one female running for president, is fascinated by the outlier, the fish out of water.
Of course, this fascination did not spring from thin air: our two most distinguished Democratic candidates, by the grace of Capital Hill gods (and lobbyists) just happened to fall into non-traditionally presidential demographics. Does this make them any less qualified? Hell no. But, although we may laugh at Shaq Daddy riding a horse, are we capable of putting an African American or a female into the oval office?
As a mere entrepreneur, I do not attempt to guise myself as a political pundit, much less a psychic or even a successful Ouiji player. However, I would suggest that the oddball humor in this year’s Superbowl commercials is not without cultural grounding, and as such, if effectively integrated into you and/or your company’s marketing campaigns, would very likely resonate with today’s consumers.
For more discussion on last week’s Super Bowl commercials, check back for tomorrow’s post entitled: Interactive Marketing Is The Tsunami Of The Future: Take Shelter!
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