Chalk another Super Bowl ROMAN NUMERAL SOMETHING OR OTHER into the history books. The Seahawks blew the Broncos off the field. When your opening snap leads to a safety, you know you’re in for a long night.

Since the game was a blow-out, America was ready for the Super Bowl of commercials, and they got served a tepid bowl of meh.

In year’s past, The Lint Screen has done a blow-by-blow of all the spots aired, but not this time. No, I’m on an Atlanta Ad Club panel discussion tomorrow night of the S.B. spots so I wanted complete and total focus (or at least the best I can muster).

I will say precious little impressed and I have these few observations after sitting through the gaggle of spots.

1. Celebrities does not a concept make. It would be nice if star power met idea power.
2. Wrapping your brand in the American flag can feel very cloying and disingenuous.
3. You’d better tell your story visually. Many people watch the game at parties or in bars or other public places meaning they may not hear your voiceover copy. So what are you communicating visually?
4. Relevance is key. There were so many spots where the product’s relevance was M.I.A. Bill Bernbach said “Be provocative. But be sure your provocativeness stems from your product. You are NOT right if in your ad you stand a man on his head JUST to get attention. You ARE right if you have him on his head to show how your product keeps things from falling out of his pockets.”
5. You can’t rely on the Hail Mary of a product shot to seal the deal. See point #4.
6. Maybe the best way to create a Super Bowl spot is to not create a Super Bowl spot. Yes, it’s Zen, but I suspect because the stakes are so high creatives and clients fall into these bad habits of trying to do things in an even more spectacular fashion. Ideas first. Ideas first.

That is all, for now. Try and make it to Monday Night Brewing if your Atlanta tomorrow. Thanks.