The Super Bowl is more than a football game. During commercial breaks and on YouTube, companies are playing a Super Bowl of their own, competing to capture the world’s attention without embarrassing themselves. Any Real Housewives Of Atlanta fan can tell you how difficult that game is to master.
First possession of 2013 goes to Volkswagen. If you haven’t seen their ad featuring a proud Minnesotan talking like he works weekend shifts at the Jerk Pit, you clearly don’t work in a cubicle. Catch up, so you can engage in one of America’s favorite pastimes, a round of “Is That Racist?”
Does it matter that 100 Jamaicans are okay with the ad? Would it make it better if White Jamaicans existed? Do they exist? (FYI, they’re 3.2 percent of the country’s population. Yes, I Google’d and YouTube’d it. I was intrigued.) None of this really means anything. Some people find the commercial offensive. They may or may not be Jamaican.
Volkswagen knows their happy little commercial has a little edge to it. Edgy enough to talk to 100 Jamaicans. And make a back up ad. But standing out this time of year sometimes requires taking a little more risk. Success is determined by a simple premise: If the controversy outshines the product, you lose.
When the controversy puts an ad at the top of the news hour across the country, and the world collectively says, “Oh, that’s not so bad.” Companies like Volkswagen win. Bonus points if a few people say, “I love this ad” or “That’s a nice car he was driving.”
Here are a few attempts from Super Bowls past where companies have pushed the envelope to varying degrees, with varying levels of success. Is it a touchdown, or did they fumble the advertising budget?