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John Kiesewetter on the world of local and national TV

Senior Entertainment Reporter John Kiesewetter has been covering TV and media issues for 20 years. After joining the Cincinnati Enquirer in 1975 as a summer intern, he worked as a county government and suburban reporter; assistant city editor and suburban editor; and features editor supervising the Life section. He has a B.S. in journalism from Ohio University.

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Sunday, February 04, 2007

What Was Your Favorite Super Bowl Commercial?

Were you as disappointed as I was with the Super Bowl commercials? I thought there were more misses than hits during the game. Do you agree?

To me, there were no great memorable spots, like past ads with the Coke truck driver drinking a Pepsi, the kid getting sucked into a pop bottle through a straw, the guy working with a bunch of monkees, Larry Bird and Michael Jordan playing horse, or Bud Light spots with Cedric the Entertainer spraying his date with beer, or the naked guy sliding across satin sheets and out the dedroom window. Or Wassup!

Most of the Bud Light spots made me laugh, and I didn't see the Jerry Springer one, so the suits must have felt it wasn't as strong as the others. We'll probably see it during the NCAA basketball tournament.

The Chad Johnson spot for the NFL Network ran before Billy Joel sang the National Anthem, so you might have missed it. Chad had a lot of star power (Jimmy Fallon, LL Cool J, Rascal Flatts, Martha Stewart, Reggie Bush, David Beckham), but it wasn't really funny. I thought for a while it might have been a multiple part commercial we'd see several versions of, but that didn't happen.

You can see all the ads at

Didn't see the Doritos duct tape commercial from the Batesville brothers.

Here are my favorites. Which ones did you like or hate?
FedEx moon office
Bockbuster/Pet Store animals trying to click a mouse
David Letterman and Oprah Winfrey in love
Budweiser crabs
Sprint connectile dysfunction
Doritos accident prone driver
Bud Light rock, paper scissors; talking apes in zoo; auctioneer-preacher; English class.
Songs about Chevys
Coke celebrating Black History dates -- especially today.
Nationwide Kevin Federline ad -- still found it funny, even though we've known for weeks it was coming.

Here's the ones I thought were awful: wanting training volunteers/jumping off a cliff; performance reviews
CBS' Rules of Engagement commercials
Go Daddy marketing party
Coke fantasy about assembly line filling a Coke bottle; old man who never had a Coke
Chevy contest winner about male strippers washing a car
GM's lonely yellow robot -- Was this the worst?
Sierra Mist comb-over beard; self-defense classes
Toyota trucks
Snicker: Two guys eating same candy bar
Garmin superhero victorious over monster
Talking lions for Taco Bell
Doritos grocery store check-out
E-Trade bank robbery

What did I forget? What did you like and why? And which were the worst?


at 2/04/2007 11:08 PM Anonymous Anonymous said...

Letterman/Oprah spot was the best. It was original, witty and....NOT HYPED!

It is exactly what a SuperBowl spot is to be, surprising!

The Blockbuster spot was amusing too.

Get rid of the Go Daddy and the guy in a heart outfit spots.

at 2/04/2007 11:09 PM Anonymous Andy Kirk said...

Hi John -

I would've just liked Time Warner in Green Township to have fixed the HDTV signal in my neighborhood today. Lost me as a customer. Otherwise, snickers had to be the winner, asid from being really disturbing.

at 2/04/2007 11:41 PM Anonymous Anonymous said...

Hey kiese i know this is off topic but i would like to see a column or a blog posting about what differences everyone sees in the tv stations sweeps vs non sweeps ie channel 12 having braun and andrews in instead of toti i think it would be fun to see what other people notice

at 2/05/2007 1:03 AM Blogger Rob Bernard said...

I thought the most effective were the Careerbuilder ads. When the next similarly themed ad came on I could actually name who the ad would be for, which is a lot more than can be said for most of the ads.

My favorite ad though would probably be Goulet.

"Around 3PM when your blood sugar and energy are low some say Robert Goulet appears and messes with all your stuff."

at 2/05/2007 5:07 AM Anonymous Anonymous said...

I liked the Garmin commercial. I also liked the Coke video game commercial.

Overall the commercials were a snore. nothing really stood out. It's obvious the suits are out of ideas, hence the reason for the ads submitted by students, contest winners, etc.

The Chad commerical was also bad...Would have been better as a serial.

Overall - D+

at 2/05/2007 7:38 AM Anonymous Anonymous said...


You are pretty much right on the beat with the commercials.

I'd move the E-trade bank robbery into the favorites list and maybe the talking lions, but Taco Bell has been running those spots for a few days now.

The Chad Johnson party had a lot of faces, but went by so fast, you really couldn't get a grasp of what was going on. Poor editing too. You could tell a lot of those people taped their segments at different times.

Letterman and Oprah was classic.

Beyond that, CBS is just too cheesy with the self-promotion. Katie Couric's face time on the Super Bowl won't make up for her shortcomings at the anchor desk and all the hype over "Rules of Engagement' (including the stars sitting the seats at the game) must mean that show is a real dog. See if it lasts as long as "Armed and Famous".

at 2/05/2007 9:29 AM Anonymous Anonymous said...

The predictable manufactured interest/hype about superbowl commercials has arrived again.

Is anyone else an "atheist" or non-believer with regard to looking forward to the superbowl commercials?

I always remember the parody on the Simpsons where at the superbowl the announcers interview "Jack Handle" who just happened to stop by and was the star of the new FOX show "Handle with Care" (voice by Phil Hartman)

I catch some commercials by just watching not by appointment.

at 2/05/2007 10:38 AM Anonymous Anonymous said...

the snickers commerical was the funniest by far.

at 2/05/2007 10:38 AM Anonymous Anonymous said...

hey kiese wondering what the superbowl ratings were here in cincy.

at 2/05/2007 10:57 AM Blogger Brad said...

They were all stupid. Worst year for Super Bowl commercials ever. The game was bad too.

at 2/05/2007 11:08 AM Anonymous Anonymous said...

I have got to say that the amount of promos was really annoying. Did they not sell out the commerical spots or what? The snickers was my least favorite, and the E-Trade bank robbery wasnt actually that bad.

at 2/05/2007 11:46 AM Anonymous Anonymous said...

My favorite commercial was the Budwiser one with the dog who gets mud on him to look like a dalmatian. Then he joins the other dog and the beauty queen on the wagon that the Clydesdales were pulling. It was great!

Also, Letterman and Oprah was great too.

at 2/05/2007 12:53 PM Anonymous Anonymous said...


Locally, about a 41 rating/ 66 share overall.

at 2/05/2007 1:12 PM Anonymous Anonymous said...

i quit watching alot of sports on the tube,(well thats not true i record the event and watch later and fast forward thru the commercials ) the main reason is the amount of commercials i mean the commercials take president over the event. plus i just dont think the commercials are that entertaining

at 2/05/2007 1:13 PM Anonymous Anonymous said...

Hey check out a local advertising agency blog that has been breaking down the commercials all morning...

at 2/05/2007 1:52 PM Anonymous Anonymous said...

The Robert Goulet ad was, by far, the funniest ad of the evening -- if for no other reason than it was straight out of left field.

Most of the other spots were crap.

at 2/05/2007 3:00 PM Anonymous Anonymous said...

Who is posting on this blog? People think that the Snickers commercial and Etrade commercials are good? What are you thinking???
The commercials were awful except for Letterman and Bud Light. Other than that, it was all CBS programming and useless stuff. The was disappointing especially since if you blinked you missed Danica Patrick as well as the American Chopper boys. Worst year by far for commercials.

at 2/05/2007 4:21 PM Anonymous Anonymous said...

My vote for best Super Bowl spot goes to CBS' very own "Dave n' Oprah in Love." No hype, no YouTubing or viral video hoohah before the big show. Proof that one simple 10-second spot kept under wraps can make a bigger impression than all the king's horses and all the king's men who are out there peddling "cutting-edge" concepts.

There were a *lot* of downright stupid spots this year that corporations obviously paid dearly for (no doubt lulled into thinking they were hitting the "post-modern" target for Twentysomething Males With Attitude), but I have to agree that the heart suit guy was jaw-droppingly bad by 2007 standards. This thing was surrounded by floppo fragrance right from the opening bars of "You Gotta Have Heart." (How many meetings did it take to settle on *that* song?) Perhaps the same agency can retool and bring back dancing Old Gold cigarette boxes or the King Kwik Brothers for 2008.

at 2/07/2007 1:31 PM Anonymous Anonymous said...

Using the King Kwik analogy, I can see AAA having a spot in next year's Super Bowl:

We're there when you need us, Triple A!

(Isn't it amazing how Mike Tangi has affected some of us ol' TV viewers....King Kwik, Mama's Cookies and the "Put your toys away, everyday" song!)

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