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Best and worst commercials of Super Bowl 2022 — and Larry David can sell me crypto anytime he likes

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Best and worst commercials of Super Bowl 2022 — and Larry David can sell me crypto anytime he likes

I don’t get information technology. If none of us will “look back on our lives and regret the things nosotros didn’t buy,” as celebrity spokesperson Ewan McGregor purred in the Super Bowl Expedia commercial, then why am I then vexed past which cryptocurrency to hoard? Or which electric vehicle to plug in? And doesn’t anyone sell gasoline anymore? I experience bad for gas. I don’t think I saw a single oil tanker on air Sunday.

Actually, I

know which virtual currency exchange I’grand tempted past: Larry David’s, otherwise known as FTX. In a lavish, very funny dart through a cavalcade of key historical inventions, Mr. “Curb Your Enthusiasm” plays a serial of congenital naysayers deriding freakish novelties similar the wheel, or the light bulb (“information technology stinks,” he tells Thomas Edison).

In the final vignette, David dismisses cryptocurrency as a vague and perplexing fad. “Don’t be like Larry,” the voice-over warns. “Don’t miss out on the adjacent big thing.” This was mud in the eye of brand ambassador Matt Damon, lately and in a vaguely untrustworthy way selling the line that your shimmering crypto fortune is simply a affair of a calm mind and steeled nerves. FTX’s Super Bowl spot shone as infinitely craftier salesmanship.

Other hits and a few misses from the Super Bowl LVI ad lineup, circulate on NBC:

Hitting: “I’ll Have It,” Greenlight.
“Modern Family unit” star Ty Burrell’s shopping spree (jet packs, an octopus-like massage machine) renders him broke simply is also a useful teaching moment for parents who use the fiscal app to school their offspring in spending and saving do’s and don’ts. Witty, perfectly paced. I’ll take information technology.

Miss: Liquid Death Mountain Water.
Funny is hard. This spot for the Austrian mountain Water sold in 16.nine oz. tallboys tries for laughs with preteens going wild, in slow-motion, pounding waters similar they were beers in a “Bad Moms” montage. Oh, well! It’s never too early to autobus children in sloppy alcoholic excess, with or without booze.

Miss: Matthew McConaughey in “The New Frontier,” Salesforce.
“Information technology’s non fourth dimension to escape. Information technology’s fourth dimension to engage,” McConaughey tells u.s.a., floating high above mere mortals in a magical hot air balloon symbolizing the software org focused on customer human relationship management that volition somehow focus our attention on what the planet needs, and maximize our awareness of the environment. I had to look up what Salesforce was, because I am dumb, and I am non Salesforce’south sales target. Notwithstanding, I wonder if analytics nerds got much out of the spot, either.

Hit: McKeever Brothers and Toyota.
Toyota had a strong showing overall during the Super Bowl, notably with the “Keeping Upwards With the Joneses” Toyota Tundra pickup spot featuring Tommy Lee Jones, Rashida Jones, Leslie Jones and Nick “Punching Purse for Tommy Lee Jones” Jonas. Just the fantastically economical and nakedly emotional storytelling of Brian and Robin and the McKeever brothers’ route to Paralympic glory won hearts past the millions, in the evening’southward well-nigh effective bid for seriousness.

Hit, minimalist sectionalisation: Coinbase QR lawmaking. Paced, daringly, like a methodical sample of 1973-era “Pong,” crypto exchange Coinbase Global Inc. bounced a QR lawmaking effectually for a weirdly compelling lesson in forcibly adjusting a viewer’s attention span. Scanning the code took you to the Coinbase website. At our Super Bowl party Sunday the younger viewers went for information technology. So did University of Illinois College of Media junior Michelle Husain, majoring in advertising and cerebral psychology. “Having a QR code on a screen for one minute is a not bad way to measure out efficacy,” she emailed Sun. “It definitely helped that nobody knew what make the code was advertising. I think it was necessary for the ad to be (a full) minute to intermission downward the viewer to eventually browse the code.” She added that Coinbase’s risky strategy probable “had the accomplish that Miller Lite was expecting with their Metaverse ad.”

Not quite hit, not quite miss: “A Clydesdale’s Journey,” Budweiser.
Restrained yet shameless, this stark bit of schmaltz came from Oscar-winning director Chloe Zhao (“The Eternals,” just more to the betoken, “Nomadland” and the unsung greatness that is “The Rider”). It tells the micro-tale of a horse suffering a rough injury; enduring a lengthy recovery; and then, in triumph, galloping similar a horse born to sell beer, at the spiritual behest of the dog who misses his friend most of all. I can’t help but feel sad that so many millions who’ve never seen “The Rider” have seen this. Which is a pic critic’south way of saying: See “The Passenger” sometime.


(Michael Phillips is a Tribune critic.)



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