Ah, yes, Super Bowl Sunday, the day even the most sensible American consumers take leave of their senses. More so, in many ways, than on Christmas.
It's just a freakin' football game, people. It's not the Second (or XXXII) Coming. If you're a football fan, it's a great day. If you're a (genuine) fan of either team, it's better. For everyone else... it should be something to ask the fans about on Monday. But no, it's the single biggest hype-day on the media calendar. People who don't know squat about advertising (except for being bitch-slapped around by it 24/7/365) know how high the rate is for 30-second ads. People who don't follow football become wise men about the starting quarterbacks and their lives. People who don't know football from foot fungus watch it — heaven help us — for the ads. There is almost as much hype, before, during and after the game, for the ads themselves and How Wonderful They Were.
Who cares. Seriously. Who the frack cares?
- Renegades who aren't football fans the rest of the blessedly short season don't watch the Super Bowl.
- Renegades don't buy a new and bigger TV the week before the game.
- Renegades mute the commercials and pay attention to something else until the next fragment of real game play.
- Renegades make a note to boycott any product advertised during the game — just ’cuz.
- Renegades don't spend more money on a game party than they did for Christmas or their last ends-in-zero anniversary weekend.
Real Renegades will read this before the game is over, because they haven't been sitting in front of the TV getting slammed by endless ads wrapped around pre-pre-pre-game coverage since 9:00 a.m.
The truly outstanding Renegade will have responded “The Super Bowl is today?” to today's lede.
If there's a short list of things I don't buy any more, the entire Super Bowl sell is on it.