Neil Evely picks his Super Bowl highlights

Monday, February 07, 2011

The Super Bowl is a hugely expensive, but seen as an enormously worthwhile, opportunity for advertisers to get their products out to the masses - and we should know as The Mill has worked on many of these commercials over the past few years. It's not unusual to see big hitters spend up to $2.5 million for a 30 second spot, but seeing as it's reaching nearly 90 million viewers, perhaps it's not all that surprising.

This year saw that small dogs love Doritos… a lot; the ace Darth Vader spot for Volkswagen as well as diminutive Canadian child singer Justin Bieber showing up alongside the Osbournes for electronics uber store Best Buy.

There were multiple movie trailers released, some of which we've seen glimpses of before (Battle Field LA), others, such as JJ Abrams' 'Super 8' have been kept tightly under wraps. Below are a few of my highlights from last night's Super Bowl broadcast, my personal fave being 'Super 8', as it manages to capture the old school magic of ET, Indiana Jones (pre-Shia LaBeouf) and The Goonies.

For a full debrief on all the ads and their general popularity, check out USA Today's ad-o-meter:

http://www.usatoday.com/money/advertising/admeter/2011/super-bowl-ad-meter/43271432/1

PS: Before I go, well done The Cheese Heads!

Super 8

A bunch of kids in 1979 inadvertently capture the escape of something most inhuman from a train wreck on their super 8 camera - adventure and government cover ups ensue. Awesome.

The First Avenger: Captain America

As Marvel gear up for what is rumoured to be a possible 9 films about The Avengers, we get our first introduction to the first member of the super team, Captain America. Set for the majority in the 40's, it looks like we could have a Indiana Jones type adventure on our hands. I love the before and after of Steve Rogers too.

http://blog.movies.yahoo.com/blog/565-first-captain-america-footage-shown-during-the-super-bowl

Thor

More Marvel as Thor acts all naughty and is cast out from Asgard to live in California and date Natalie Portman, oh, and fight baddies and throw a giant hammer to boot. Another Avengers related tale FYI...

http://blog.movies.yahoo.com/blog/565-first-captain-america-footage-shown-during-the-super-bowl

Transformers: Dark of the Moon

Transformers was forgivable, enjoyable pap, the second movie was one of the worst things I've seen, so the jury's out on what we can expect from Mr Bay, other than big explosions. Let's hope the racist overtones of the second film are replaced with a script and storyline. Still, nice trailer though.

http://www.slashfilm.com/transformers-3-super-bowl-commercial/

Fast Five

Yup, we definitely need another one of these movies, and hey, why not throw The Rock in while you're at it. Two words: car chases.

Pirates of the Caribbean: Stranger Tides

The only reason I'm interested in this is to see Ian 'Lovejoy' McShane tear up the screen in a role not dissimilar (though I imagine less sweary) to Mr Al Swearengen from Deadwood as he plays Blackbeard the Pirate. All other pirate clichés will be included.

The Eagle

Channing Tatum (which sounds like a village in Kent) plays a young soldier out to protect his father's reputation by finding a missing Roman emblem. Jamie Bell comes along for the ride, perhaps there's some dancing? (there's no dancing).

http://www.facebook.com/video/video.php?v=1845733948927