First, it’s the incredibly positive Minnesotan man strangely speaking with a Jamaican accent and preaching “happy” in his ho-hum workplace, taking his boss and co-worker around in his equally vibrant candy apple red Volkswagen.
Now, it’s the traditionally garbed Arab man with his stubborn camel getting caught in the “rampage” involving Las Vegas showgirls, a motley crew and horse-riding cowboys racing to get to the giant bottle of cold and refreshing Coca Cola in the middle of the desert. At the end of the TVC, audience are asked to participate in the outcome of the ad’s story by voting who should reach the bottle of Coke first among the group of people involved in the wild race excluding the Arab.
Two different story lines employed by two non-competing corporate giants in their TV commercials (TVCs) set to be aired during the upcoming Super Bowl that elicited the ire of some concerned groups and individuals.
That’s what some critics called the TVCs which seemed to have stereotyped Jamaicans’ “happy-go-lucky” nature and the Arabs who they claim have been constantly typecast as camel-toting men, wealthy oil sheiks or belly dancers.
Interestingly, according to news reports, the Jamaican government and its people have “embraced” the Volkswagen TVC. Many observers who enjoyed the TVC even believe that the ad may promote tourism in the island as it depicts Jamaicans as a generally happy people who can overcome any type of adversities with their “no worries” attitude.
Volkswagen reportedly does not intend to pull out the ad during the Super Bowl broadcast.
On the other hand, some Arab American groups who are shaking their heads in disappointment over the Coke commercial may reach out to the corporate giant to have a dialogue for a possible talk on having the TV spot pulled out.
CBS reportedly did not comment on the issue while Coke representative Lauren Thompson explained the “cinematic” approach of the ad, saying Coke “is an inclusive brand enjoyed by all demographics".
On the other side of the spectrum, the other TV commercials that will grace the Super Bowl are currently enjoying the hype surrounding the much-anticipated Super Bowl showdown between the Baltimore Ravens and the San Francisco 49ers –both teams coached by the Harbaugh brothers - to be held in New Orleans this Sunday (February 3) and broadcast by CBS to an estimated 100 million viewers.
What to expect from this year’s TV commercials?
Just like Chrysler’s ad last year, “Made in America”, featuring Clint Eastwood, some of this year’s TVCs will go over the 30 second mark and will employ famous personalities.
Toyota has Kaley Cuoco of “The Big Bang Theory” playing the role of a genie in its TVC while Kate Upton stars in the popular Mercedes Benz TVC. Interestingly, MB’s TVC with the beautiful Upton getting the men to wash the Benz has already gained more than 5 million views upon release on You Tube.
Kia and Audi will feature space babies and an empowered teenager, respectively, while Taco Bell will go a little wild this year in line with its tagline “Live Mas”. In my opinion, although Taco Bell's older folks gone wild are quite disturbing, the idea of living life to the fullest despite age is endearing and the background music is cool, too.
Axe Apollo used a storyline involving a damsel in distress ditching a heroic fireman who saved her life for an astronaut (duh, Apollo?) and encourages its viewers to visit its website for a chance to visit space. How cool is that?
Budweiser has been airing their Super Bowl teasers for quite a bit now and surely will come up with their signature ads that are highly creative and unique.
There will be many interesting ads this Sunday to grace your screens during the Super Bowl.
With the advertisers reportedly spending almost $4 million for a 30 second TVC, the commercials are guaranteed to be creative and well produced to entertain and keep your spirits high during the much anticipated “Har-Bowl”.
As for me, I’ll be planning my kitchen and powder room trips during the game so I can see my favorite TVCs.
Although I like the “movie-feel” of the Axe commercial and the well-written Toyota ad, I’ll go for the beetle. After all, the Super Bowl should be a “happy” occasion to be spent with friends and family and cheer for the team that you love.
Enjoy the Super Bowl, everyone!