A Preview of The Previews


Here’s a look at some of the ads people will be tuning in for during Fox’s broadcast of Super Bowl XLV.

The Super Bowl is where the Hollywood studios get their head start. Comic book fans will get looks at Kenneth Branagh’s Thor, which looks like it has a predictably bitter, cynical young lead actor and I’m not interested it in. More superhero movies with ads in the Super Bowl include X-Men: First Class – a reboot that is rumored to have had a disastrous production – and Captain America: The First Avenger.

Whether X-Men: First Class can come up with a well-done film with the hours of footage they shot is up in the air, but I can promise you I won’t watch it. These reboots – including the Spiderman one – just have nothing of interest to me. There is no peril for these characters because we know they will survive and most of us already know how they got to where they are. As for Captain America, it is one of only two comic book movies this year – along with a grimly violent Dredd from Danny Boyle collaborators – that I think are very promising. I might spend the money on Green Lantern as well, but Captain America seems to be in the right spirit and with some great casting.

They’ll be a preview for Transformers: Dark of The Moon. I didn’t see the second one but Shia Lebeuf promises this one is better. I am skeptical. Also, Johnny Depp will make a double Super Bowl appearance with previews for his CGI kids film Rango and the live-action Pirates of the Caribbean: On Stranger Tides .

Budweiser’s got a five-pack of commercials, more than any other advertiser so far. There will be Clydsedale horses, “Man Up” or at least “Here We Go!” Bud Light ads, and a British-produced Stella Artois ad. Miller Lite and Budweiser are easily two of the most venerable comedic Super Bowl ad-creators, even if the ads rarely actually sell the beer. Just like Audi and Hyundai, Budweiser is making advertisements to promote the Super Bowl commercials.

And on a cringe-worthy note, Jillian Michaels and Danica Patrick will be doing a GoDaddy.com advertisement. ESPN recently did a series of reports and a special on the state of black athletes and coaches, illustrating how far America has come and what unique struggles and triumphs have been faced. Somehow, I think this advertisement will do the contrary for the female athlete.

Other celebrities to be included are Roseanne Barr (for Mars candy), Kim Kardashian (for Skechers), Faith Hill (for Teleflora). I hope there are more washed-up actors like MC Hammer doing spots this year. By appearing with Reggie Bush after the game last year, Kim will now have appeared in one more Super Bowl than Reggie and has as many 1000 yard seasons, too.

Other advertisers this year include BMW, Chrysler, Daimler, Kia, Volkswagen, General Motors, CareerBuilder.com, E*Trade, Pizza Hut, Doritos, Best Buy, Groupon, Motorola Droid, Coca-Cola, Pepsi, and Bridgestone.


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