Hence, the unchanging nature of the “greatest spectacle in American sports,” the Super Bowl. Like both the National Football League and the whole of American television, it remains, first and foremost, a behavior-modification project whose main sponsor remains the automotive-industrial complex, which itself remains the indispensable heart of the capitalist economic order.
According to this piece from The Huffington Post, there were 60 commercials — not counting five ads referring viewers back to the NFL and this year’s Super Bowl broadcaster NBC — run during yesterday’s broadcast. (Note: If the widely reported cost of $3.5 million per ad — almost 100 times the rate charged for ads during Super Bowl I — is correct, that means the 2012 Super Bowl show generated $210 million of advertising revenue for NBC, not counting any ads promoting the game in advance.)
By DbC‘s count, 21 of the 60 Super Bowl XLVI ads were for cars, tires, or cars.com.
As for the content of these ads, there was, of course, zero acknowledgment that anything has changed since the days of the Studebaker. Indeed, none other than Clint Eastwood, after a couple decades of decent movie making, took his opportunity to jump his own personal shark by appearing as a mindless tough guy in a Chrysler ad assuring everybody that it’s merely “halftime” in the great American project of cars-first living.
Wanna bet, Dirty Harry?