Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Recently in Super Bowl of Advertising Category

Let history note that the King of Beers was finally dethroned during the 2009 Super Bowl of Advertising. Yes, for the first time in quite a while, Anheuser-Busch didn't win USA Today's absurd Ad Meter contest that determines which of the Super Bowl ads was most favored by a small group of anonymous people sequestered in a room.

We certainly weren't surprised A-B got beat. The brewery's ads have been losing a lot of their punch the past couple of years. But by the same token, we weren't exactly overjoyed to find that an inanely scuzzy Doritos spot beat out all other competition in the Ad Meter ratings.

The winning Doritos commercial is one of those efforts that makes you realize -- whether you want to or not -- where our mass culture is headed and why advertising should only be handled by professionals who presumably have some respect for the brands with which they are entrusted. The winning Doritos spot, as most people know by now, was created by amateurs who seem to have a thing for playing with crystal balls and hurling them at people's genitals.

That such an effort made it on to the Super Bowl was infuriating enough. That the commercial was raved about in some circles should have any self-respecting professionals left in advertising screaming bloody-murder at the top of their lungs. But we doubt anyone has the guts for that.

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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