You’d think if a corporation decides to pay 2.5 million for 30 seconds of Super Bowl ad time, they’d make damn sure to use it well. I wasn’t bowled over this year, but then again, smart designer types aren’t necessarily the target audience. Bowl watchers, though, are much more diverse set than the usual crew that religiously watches games throughout the football season. So one would assume the ads this past Sunday night would have had mass market appeal, but bulk of them were, as tradition dictates, geared toward men.

I would love to have seen one of the many beer ads incorporate a central character grouping that was female. The best of the Bud Light series was definitely the magic revolving fridge. Why couldn’t there been another version with gals instead of dudes? Here’s the ad pitch. The Scene: Sophisticated women having a dinner party. The Plot: Boyfriend of party host leaves to give the women the place to themselves. After door shuts, the gals let down their hair, and press a button causing wine glasses and racks turn into beer steins and 6-packs. Men like to watch hot women so it would appeal to both sexes.

If there was a theme this year, it was wackiness. The ads made me and my fellow party goers chuckle at their utter doofiness (one level past goofiness). One of my favorites was the Ziegfield Follies style, Whopperettes Burger King ad. It was memorable because of its over-the-top, amazing costumes and cleverly disguised, sexual undertones.

The most out of place ad was the stop-motion animation, United airlines spot. It was the most artistic and visually interesting of the evening. Turns out branding company Fallon Worldwide, whose London division had a hand in fabulous new Sony ad (see Bravo Bravia post), is responsible for the story book style piece.

I enjoy the Flintstones, but loathe flesh and bones people dressed up as cavemen in advertising. Grunt. FedEx ad not good. Grunt. Just when I was getting good at avoiding those annoying, award-winning, Geico ads, I’ve got a new hairy bunch to watch out for. Moving on from early human to not so human, we’ve got a refreshingly green (both eco-friendly and in color) Kermit advertising a hybrid vehicle. Thumbs up for family friendly with a positive message.

My final note will be that Pepsi’s brown and bubbly tagline should be double flushed. Tell me…What kind of company decides to compare a soda to bodily waste?