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
For a full debrief on all the ads and their general popularity,
check out USA Today's ad-o-meter:
PS: Before I go, well done The Cheese Heads!
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
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
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.
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
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
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).