When Is a Super Bowl Television Commercial Un-American?

I was invited to a Super Bowl party at the beginning of February. These were new friends who have a longstanding tradition of throwing a Super Bowl party, and it was fun. A great American tradition, right?

Of course, I’m one of those people who loves the event as much for the rollout of interesting new commercials as for the game. Remember the EDS ad “Cat Herders” from 2000? Oh my goodness. (And I can relate.)

Obligatory cat photo (Bean).

You can’t really catch all the nuances of a long-form commercial at a party, so I came home and looked up some of the commercials—especially when a few of them started to be excoriated on social media. Some people were calling them un-American.

Wait—seriously? Coca-Cola shows folks having fun with a music bed of “American the Beautiful” … Audi depicts a young girl participating in a Pinewood Derby–like event while her father ruminates about the inequality many women still encounter in the twenty-first century … and Budweiser, for heaven’s sake, that bastion of American sentimentality,* gives us the story of their founder’s journey from Germany. From Germany, people! I had German great-greats just six generations ago!

(*Clydesdales, anyone? Clydesdales and puppies? Oh my goodness. They’re all about the tear-jerking, and this commercial was no different.)

Five years ago (nay, a year ago), no one would have been upset by these ads. Maybe some would have shed a tear. They are little slices of Americana. But today? Good grief. Folks are boycotting Budweiser because—well, I’m not sure why. This is a big, smart company with a big marketing department manned by smart, college-educated marketing professionals. They no doubt had hundreds of folks view this ad in focus groups. They liked it, and they went with it. But some people seem determined to perceive trouble, to take offense. Some seem determined to be angry.

Lighten up, y’all.