Today, of course, is Super Bowl Sunday, the most bizarre, quintessentially American “holiday” of the year. It is, I believe, the anti-Thanksgiving. It is to Thanksgiving what evil Willow is to normal Willow on Buffy the Vampire Slayer, what Mirror Universe Spock is to Federation Spock in the original Star Trek. Other than the presence of a football game in the middle of the festivities, Super Bowl Sunday and Thanksgiving Thursday have nothing in common.
Let me be clear: I’ll be watching today’s game. I always watch the Super Bowl. And yes, I’ll also be paying close attention to the ads, as I do every year. I make no claims to being holier than any of thou. But let’s face it, America: Super Bowl Sunday is a celebration of controlled culturally (and economically) sanctioned violence, interspersed with frenzied expressions of consumerism and gluttony. It is an excuse (as if we needed one) to gorge ourselves on fast food and mediocre beer while watching commercials for still more fast food and mediocre beer. On Thanksgiving we pause to express our appreciation for the wonders that we are so privileged to enjoy: freedom and security, family and friendship, shelter and sustenance. On Super Bowl Sunday we sit in front unspeakably large televisions (or else we rue the fact that we don’t own unspeakably large televisions) and consume stuff that those who were present at the very first Thanksgiving so many centuries ago would scarcely recognize as food.
And the ads! Did you know that this year advertisers will be paying $4.5 million for each thirty second spot? NBC expects to pull in about $360 million in ad revenue tonight, which is, like, a lot of money. All so that we can watch a game that has, more often than not in the forty-nine year history of the Super Bowl, proven to be a rather anti-climactic end to the football season. Way more than half the Super Bowl games played over the years have been one-sided — thirty of forty-eight have been decided by 10 points or more, and many of those have been true blow-outs.
Of course, we don’t really care. If the ads are good, and we eat enough chips and drink enough beer, the game ceases to be of much importance. It’s kind of like Thanksgiving that way, only really not.