Commerical Free Football
Posted on April 14th, 2006 in Uncategorized by Adam with no comments.Not futbol. And not even good old fashioned blue-blooded American Football where the lust for violence and competition outweighs commercial interest and helmets can be folded up and shoved into back pockets during time-outs.
I’m talking about Football. Yes, that football—the kind we’ve come to know and love, where padding is now officially thicker than biceps, where commercial breaks are longer than possessions, where quarterbacks can’t be touched because it’s not profitable for franchises to spend fifty million dollars on a star so he can be Joe Theisman’d into oblivion or Stan Humphrie’d into early retirement.
I had the good fortune to watch this year’s Superbowl from The Netherlands (Go SBS6 Go!!!) and I was absolutely floored by one aspect of the broadcast. I guess I’m just American enough to associate major sporting events with corporate sponsorship, but I expected at least the international companies to get their spots broadcast overseas. But it wasn’t just that they didn’t show the newest million dollar Budweiser, Pepsi, and ING ads, but there was an absolute lack of commercial breaks.
Maybe that was hard to wrap your goal-oriented, corporatized, privatized, economized, ‘truth, justice and the American way’ tainted brains around so I will repeat– an absolute lack of commercial breaks. Instead, changes of possession and time outs were marked by interesting camera angles on the field, interviews with players, even introspectives on the Amsterdam Admirals and other European football teams. Maybe you’d call it stupid or naïve to ignore the obvious opportunity to offer thirty second spots for obscene amounts of money to sell more Crest White Strips and mutual fund opportunities that the Dutch neither want nor need, but I for one applauded the decision. For once, one network, in one nation, decided to focus on what was important—the game
(remember the game? The shots of large men shifting around in-between Doritos spots? Yeah, that game.)
If nothing else it was refreshing to see a society with its head not quite so far up the dress of opportunity, its mirror-paneled shoes struggling to catch a glimpse of that sweet slit of profit. Granted, the Dutch don’t ordinarily give a shit about American sporting events, but enough so in this case that it was broadcast live on a major network. (FOX and NBC don’t cover Six Nations Rugby or Hurling, do they?)
Maybe it’s for the best though that no money changed hands in exchange for Gatorade ads because from what I understand it was a rather unexciting Super Bowl. I wouldn’t exactly know— the sign on the wall said “TV must be turned off at 1:00” and indeed it was, by a switch locked in a box somewhere behind a counter that no one had access to. I did see the first field goal, but in true showboating fashion the first 40 minutes of Super Bowl XL was consumed with spectacle and bullshit and Aaron Neville singing bad renditions of songs that stopped mattering years ago. Juxtaposed with no commercial breaks, it was just enough to seem really out of place and gaudy.
“What IS this shit?” One Danish girl asked me in perfect English.
“That’s the sweet stench of American excess, coming soon to a town near you.” I replied. She just sneered at me, snagging her box of Pall Mall’s and exiting the room. I guess sarcasm is the one true universal language.
Promoting love and tolerance (and corporate sponsorship) wherever and however I can (BUY A LEXUS, BITCHES!!!),
Adam




