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McCollum's Column: The twists in the game, commercials and storylines from Super Bowl 47 - plus Beyonce

Posted: February 4, 2013 - 5:39pm

The Super Bowl has turned into at least three games within a big event. Individual parties are not counted.

There is the game (which is often secondary to everything else), the commercials and the halftime entertainment. For Super Bowl 47, you have to include the blackout — which may be a side bet in the future (whether one will occur or the length.

Here is my take on all four:

THE GAME: It used to be the dullest aspect of the whole experience. However, for most of the last six years, the game has come down to the final possession. The style of the game was reflective of the competitive nature of the Harbaugh brothers. The spunky personality of each team reflects them.

You had one of the greatest comebacks in Super Bowl history that followed a 108-yard kickoff return. You had two quarterbacks ready to move into the elite — and now the Ravens’ Joe Flacco has taken his place among the great ones to play in the Super Bowl. The 49ers’ Collin Kaepernick continues to be one of the rising stars.

The final call in the end zone: It’s like a scramble under the basket in the final seconds of a basketball game, most likely a no-call.

THE SIDESHOWS: They almost stole the show. Most of my social media friends and others thought Beyonce’s performance was awesome. She was one of the best athletes on the field. Some folks, who said they appreciate singing when you can understand the words and not overshadowed by shaking hair, were more harsh on Beyonce.

It just depends on how one feels about Beyonce and some of her dancers, who put a modern touch to a retro routine you once saw on the Ed Sullivan Show.

But one of my friends was dealing with a cranky granddaughter who calmed down when she watched Beyonce’s performance. When the game began and the lights went out, she reportedly got cranky again. He had to rewind the DVR and Beyonce again had the calming influence.

Jennifer Hudson’s “America The Beautiful” with the Sandy Hook Elementary choir was one of the most moving aspects of the day — a take on the old Ray Charles version with kids voices.

The National Anthem by Alicia Keys was too slow and drawn out. Those who are into music tell me the best versions of the Star-Spangled Banner should run between 2:13 and 2:23. Unofficially, Keys’ was 2:48.

THE COMMERCIALS: The best was Budweiser’s Clydesdale commercial that featured a reunion between a young Clydesdale and the trainer who raised him from a colt. It reflects the perfect commercial — great storytelling accompanied by perfect music that strikes a universal emotional chord. Folks love people and animal stories, and you combine that with a reunion and a wonderful story in a short time. It has the same strokes as Coca-Cola’s classic “Mean Joe Greene” commericial.

The “God Made a Farmer” was also great in that in combined the fantastic storytelling ability of the late Paul Harvey with fantastic still photos to tell the story. People who belong to farm organizations and farm bureaus will tell you that similar videos, with Harvey’s 1978 narration, have been shown aqt gatherings for years. Dodge tweaked it nicely to reflect its “Ram Tough” them. They put Americana on a car.

A couple of the cutest commercials were Tide wipeout of the Joe Montana spot and Taco Bell’s partying Geezers.

The most creative impromptu ads came with some fast thinking during the blackout: Oreo’s “you can still dunk in the dark: and Tide’s “We can’t get the black out but we can take care of stains” and Audi’s offer that the Superdome folks were welcome to the strong LED lights on its automobiles.

The worst? GoDaddy, hands down. Too much in your face. All I can say is “Ewwwww.”

THE BLACKOUT: It prompted an immediate Twitter flood of “lights out” jokes, which prompted new drinking games based on the frequency of the mention by TV folks of “lights out.” There were catty remarks about Clark Griswold and about rich folks finally being trapped in the dark in the Superdome. Those who had experience a loss of power in the Greater Little Rock Area were quick to note that Entergy was also the power provider for NOLA.

In future years, will people talk more about the blackout, the commercials, the game or Beyonce?

All of the above. Lots of moves.

(Sports columnist David McCollum can be reached at 501-505-1235 or david.mccollum@thecabin.net)

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