The Ad Review Super Bowl FAQ

Some Readers and Online Commentators Had Questions (and Insults) for Bob Garfield

By Published on .

Bob, please watch the Google spot. And then make up some creative excuse why it didn't make your list among the very top spots of the game. Or better still, devote a whole column to its charm. It was absolutely one of the standouts in what was a lackluster year.
Ad Age does its best to identify and obtain every Super Bowl spot well in advance of the game. But this advertiser was never on our radar. And I file my review on the Friday before the game. I have a number of skills, such as parallel parking and jar-opening. But altering time and space is not one of them.

But you could have added the Google spot to your column after the game, right?
Yeah, but I didn't see the game, because I was in an airplane on the way to lecture people about the Super Bowl ads. Such are the prosaic stupidities of life.

The USA Today Ad Meter says the Betty White football-game spot for Snickers was the best. You gave it two stars. Doesn't this prove you don't know what you're talking about?
The Ad Meter has the rare quality of being a statistically unsound measure of irrelevant data. Let's keep an eye on Snickers sales, why don't we?

If sales are so important, why do you so arrogantly insult GoDaddy? It's ridden sexy content to category domination.
First of all, it's not sexy. It's the cheesiest of cheesecake. It's also degrading to all involved. Some advertising is such a pollutant of the culture that it should be eradicated no matter how successfully it sells. The ends, in short, do not always justify the means.

Garfield's comments about Tebow's commercial are simply ludicrous and, like Katie Couric, have nothing to do with substance and everything to do with promoting a rapidly thinning political agenda. ... Why don't you make like Joe Friday and just stick to the facts, ma'am?
Advertising exists smack dab in the middle of our society. It is impossible to evaluate it in a vacuum; it can be viewed only in context -- which means making judgments. Indeed, difficult as this is for some readers to grasp, an opinion column requires opinion. If you have an issue with how I argue or evaluate that context, happy to entertain your comments. If you simply don't like my considered opinion, that -- as the saying goes -- is your problem.

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