SBCW - Part VIII
Category: Sports (Pro/College/HS)...
Posted Sunday, February 01, 2004 at 08:03 PM [GMT-6]

Is it my imagination, or was the halftime shorter than usual? (OK, it seemed to last forever, but what would you expect for an act featuring Kid Rock and Janet... no, Mich...no, it was Janet...Jackson?). Anyway, we're back in action...

Oh, in case you're just tuning in, this program note: "SBCW" means "Super Bowl Commercial Watch." We'll mention the game's high points (assuming, of course, that there are any), but this is really a review of the commercials.

• Sierra Mist tries it again, this time with the guy and his dog doing cannonballs into a water pitcher and glass, respectively. I'd seen this one previously on a commercial preview. (Only in America) It's an improvement over the overheated kilt-guy, but not much.


• I had heard that the Staples commercial, featuring Joe Viterelli ("Analyze This," "Analyze That") was good...and it was. Probably a keeper for second half honors.


• MLB just reminded me of a first half commercial that should have gotten honors...the Fed Ex spot featuring an employee-as-alien. You can't go wrong with employee-as-aliens. The only thing better would be an animal-employee-as-alien.

More to come...