11:46 AM EDT 04/13/2013
Originally posted 02/04/2013 09:40AM
The Super Bowl adstravaganza disappointed me this year. The spots, which sold for a reported $4 million per 30 seconds of airtime, were so lavish, so tricked up by CGI, so weighed down by stars, so tightly loaded to spring into a joke, they suffered from bloat.
With many of the commercials posted online and scrutinized even before the CBS broadcast, they were events unto themselves – visually and conceptually splashy, but often guilty of overreaching at the expense of the message.
This is true even of the ads I enjoyed:
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