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All the ads from Super Bowl XLII reviewed. superbowl commercials super bowl ads
Previous Superbowl Ads 2007 | 2006 | 2005 | 2004 | 2003


The LIVE 2008 Superbowl Ad Review

Network: FOX
Average price of a 30-second advertising slot: $2.7 million

 
 
 
Live Nate-Cam

Getting ready for the Commercials I Hate
6th annual Live Superbowl Ad Update

I'll be here with you throughout the game,
posting live reviews of the commercials as they air.

Refresh this page often during the game!

You'll get the very first reviews of the ads,
and you can monitor my deterioration on the Live Nate-Cam.

It's hard work, updating non-stop for 7 hours or so,
and I appreciate all of your support.

You may donate to Commercials I Hate if you wish
by clicking the button below.

Enjoy!

Your friend,

Nathan Alexander
nathan @ commercialsihate.com
editor, webmaster

     

Pre-Kickoff
 
 

Ford Sync

Amazing. The car responds to your voice.

It starts playing songs in the middle of the song,
it calls people who magically answer the phone with no rings, and it makes you say really lame things like "play artist".

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NFL Stories - Matt Hasselbeck

Matt tells a story about getting fan mail for Brett Favre.
NFL fans voted for this over 7 other finalists. I think I like the other 7 better!

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Drillbit Taylor

And it begins - the onslaught of bad movie trailers.

They always advertise movies that SUCK during the Superbowl! In guess the studios think these stinkers hneed an extra push.

Previous movies advertised during the Superbowl:
16 Blocks
Running Scared
The Shaggy Dog
XXX State of the Union
Constantine
Be Cool
War of the Worlds
Sahara

I rest my case!

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Ford Trucks - Centrifuge

At the bottom it said "Closed centrifuge. Do not Attempt."

I'll make a note of that.

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1st Quarter
 
 Bud Light Breathe Fire

Bud Light - "Breathe Fire"

Cute, funny, not too bad.

Not too bad.

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Audi - Godfather

This ad is Muthafuckin Bad Ass.

My official review.

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 Diet Pepsi max

Diet Pepsi Max

I didn't get the joke until about 26 seconds.
Some people won't get it at all!

So, is Diet Pepsi Max FDA approved to treat narcolepsy?
Because some people might claim that that's what the ad is demonstrating.
Just saying. Some people might say that.

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 Sales Genie

Sales Genie

Wow. Last year's ad from these guys was soooooo bad!

This one is so fantastically racist I can't believe it!

The Indian guy has 7 kids? Just like the Indian guy on the Simpsons!

You can do that in a snarky, clever animated satire - you can't do that in advertising!

Unless you're selling Bud Light.

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Bud Light - Wine & Cheese Party

First I thought, "Wow, that guy brought a $300 wheel of cheese to a party."

Then of course I realized there was going to be a beer under that cheese.

Sigh.

Hey, that one guy only brought one beer - hidden in the baguette.
What a cheap jerk! Even if he really did bring a baguette - the other guy brought $300 worth of cheese!

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Under Armour - Prototype

I think I just watched DMX selling me a leotard.

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 bridgestone squirrel

Bridestone - Scream

I like the loook the guy gives his wife - like ,"stop sceaming already".

I felt the same way!

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Doritos - Crash the Superbowl

Football viewers love this senstive teen-girl-with-a-guitar crap.

Right?

Am I right?

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2nd Quarter
 
 Bud Light Breathe Fire

Movie: Wanted

See review for "Drillbit Taylor".

 
 Bud Light Breathe Fire

Gatorade G2 - Derek Jeter

Come on, Gatorade!

Did they even mention the drink?

It's a low-calorie hydrator.

You know, like water.
Only more expensive and with more chemicals in it.

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 Bud Light Breathe Fire

GoDaddy

They have a preview online that is basically NASCAR driver Danica Patrick unzipping her jacket 3 centimeters.

Boooring! Just like last year.

This crap is so bogus.

I can't believe they think I care!

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 Bud Light Breathe Fire

Dell - Product (Red) PC

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 FedEx

FedEx - Carrier Pigeons

Me likey!

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 Bud Light Breathe Fire

Cars.com - Stone Circle

So far I think the theme of these ads is "xenophobia".

Anybody different from "us" is joke fodder for the Superbowl ads this year.

Take for example, this native-island loooking tatooed man.

Certainly his name must be "Glondor" and he speaks in grunts.

The other crappy thing about this ad is how the car-buying dude says - "Yeah I checked out the cars and prices.. on my phone."

Sure, if I was buying a car, I'd just quickly do my research on my cell phone for $3.49 a second. It would only take like 15 hours for all the images to load.

Isn't cars.com a website? You know, for the computer?

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 Bud Light Breathe Fire

Tide To Go - Talking Stain

I approve!

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 Budweiser Clydesdales

Anheuser Busch - "Team"

Booooring. Just like every year!

Even with Rocky music.

Boring!

And no beer!

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 Bud Light Breathe Fire

Movie: Iron Man

Hmm.
Actually looks pretty edgy for a comic-book superhero movie.

Should be better than "Steel" starring Shaq.

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 Bud Light Breathe Fire

Toyota Corolla - Badgers

If the new Toyota Corolla is quiet,
that's something to spend $2.7 million to tell America.

Because I can assure you, my old Corolla is not quiet.

I can't hear the radio, my phone ringing, my wife talking -
all I hear is the rumble of the road.

Those badgers would rip me to shreds.

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 Bud Light Breathe Fire

Movie: Leatherheads

So this movie is about... what?

People playing football?

I thought that's what we were watching now - for free!

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 Garmin Napoleon

Garmin - Napoleon

Okay that was pretty cool.
Another one I actually enjoyed.

The pony was a nice touch.

I'm wondering how Napoleon managed to get here in 2008, though.
Bill 'N' Ted's telephone booth perhaps?

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 Bud Light Breathe Fire

Careerbuilder.com

Follow your heart. Gross!!!!

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 Bud Light Breathe Fire

SoBe "Life Water"

I think I said this already. If it's bright red, it's not water.

What is the big deal with calling regular ol' drinks "water"?

Anway on to the ad. This ad is freaking bizarre and makes no sense. The "joke" is, unfortunately dependent on having previously seen SoBe's very funny and clever "viral" YouTube video - that was only seen by about 8600 people.

Sorry, SoBe. I hope Naomi didn't throw any phones or cameras at people during the commercial shoot!

One comment on the CIH Forum said it all - "The Geico ad sucked."

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 Drug Dealer Testimonial

Partnership for a Drug-Free America - Drug Dealer

As soon as I figure out where I saw that actor before,
I'll have something super hilarious to say about it.

I'm sure he was in like, a kids movie or something really inapproporate.

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 GMC Yukon

GMC Yukon - "Why Push?"

Well, I'd say GMC definitely took the high road with their Superbowl commercial. This is the type of ad I'd expect to see from a financial firm or an insurance company. In fact, if they didn't show the truck at the end, this ad could be for anything. I'm not sure an ad like this goes well with pizza, beer, hot wings and a room full of guys, but I suppose GMC realizes those aren't the only people watching the Superbowl these days.
Overall, I give it a meh.
Meh.

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 Bud Light

Bud Light - "Language of Love"

Terrible, awful, offensive.

I thought we had enough of Carlos Mencia last year.

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 Bud Light Breathe Fire

Movie: Prince Caspian

It's another movie trailer. Come on.

 
 Bud Light Breathe Fire

Planter's - Perfume

When I saw the ugly girl get in the elevator, I was like, "Hey wait a second, I know that guy. Where do mI know that guy from?"

He's the Dentyne Ice guy I ranted about years ago, when I was actually contacted by the ad's producers - they wante dme to take the negative review down (I didn't).

So there's that.

This ad is pretty cool. I like cashews.

That's about all I can come up with with the energy I have left!

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 Bud Light Breathe Fire

T-Mobile - Dwayne Wade & Charles Barkley

Charles Barkley really is becoming a cartoon of himself!

I think it'll get worse.

And I think it will be fun to watch.

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 Bud Light Breathe Fire

United Way - Tom Brady

I don't care if it's for charity or not!

I don't like an ad that wants me to text something to something.

How annoying!
What am I, buying cellphone screensavers and ringtones?

 
 Pepsi Justin Timberlake

Pepsi Stuff - Justin Timberlake

I kind of liked it.

I actually almost forgive Justin for "Sexyback" - maybe one of the worst songs ever aired on the radio. Nah, I can't forgive him for that.

But the ad is okay and I don't hate it. "Hey to you!"

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 Bud Light Breathe Fire

Dorito's - Mousetrap

Ha! Alright!

This is the Dorito's ad that did not win the contest last year,
but which was, nevertheless, the best ad in the competition.

Since the winner was determined last year by "America" voting,
the child with the most MySpace buddies won. And it sucked!

I'm glad Dorito's chose to show this ad this year.

After all, the only money they had to spend was for the airtime. :)

 

 

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halftime

Halftime needs to be longer!


Live Nate-Cam

3rd Quarter
 
 

Movie: Semi-Pro

Please see previous reviews for movie trailers.

I make no exception for Will Farrell!

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Claritin

How clear can you be, breathing all those car fumes?

I'm unclear as to whether this is a Superbowl ad
or a local ad.

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Cars.com - Witch Doctor

Hey, there it is again - magical foreign people.

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SalesGenie - Chinese Pandas

Again with the crazy ridiculously offensive foreign stereotype voices! I think these ads were made by the grey-haired white guy from last years SalesGenie commercial.

"Silly Chinese people. Ha ha ha."

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Bud Light - "Wheel"

Fantastic! A commercial with cavemen!
Imagine that. No one's ever done that before.

Oh wait. Everyone has done that before.

 

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 Vitamin Water Shaq

Vitamin Water

Sorry, but that's not water, it's a soft drink.

If that's Vitamin water,
then Coke should be called Corn Syrup Water
.

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IceBreakers - Carmen Electra

If Carmen's acting starts to really, really suck, say "whoa".

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 Bridgestone Richard Simmons

Bridgestone - "Unexpected Obstacles"

Meh. It's cool if you saw the first one with the squirrel.

If you didn't it's just weird.

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Careerbuilder - giant spider

Uh, weird like this one. WTF, Careerbuilder?

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Hyundai - "Twist"

Looks like an S-class, priced like a C-class, or looks like a B-class or T-class, or whatever he said.
How do I know what a C-class costs or what a Z-class or whatever handles like?
If I'm so damn familiar with all of the different Mercedes models and what they cost, and how they drive, I'm probably not in the market for a Hyundai.

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Movie: Wall-E

The commercial was a little annoying,
but the online trailer for the film looks incredible.

Much much much better than a typical
advertised-during-the-superbowl movie.

 

Post your comments about this Superbowl commercial

 
 

Movie: Jumper

You already know what I have to say about this.

Post your comments about this Superbowl commercial

 
 e-trade baby

e*Trade - Trading baby

HOW MANY TIMES MUST I TELL YOU PEOPLE.

NO MORE TALKING BABIES.

It never looks real, it's always disturbing, the voice is always way too mature to be a baby voice, and it's just plain wrong.

Stop giving us nightmares and please, let's find whoever thought this was a cute idea and kick their butt.

I can't stand crap like this.

Although I do laugh when I see people vomit on TV.

Anyway.

I WOULD LIKE TO POINT OUT IN ALL CAPS THAT E*TRADE AHS FAKE YOUTUBE ACCOUNTS COMMENTING ON THIS AD ON YOUTUBE!!!!!!!!!!

that is so shitty and so easy to see through. You dunces.

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Bud Light - "Fly"

These ads are actually not as bad as your typical Bud Light commercial.

Nobody kills or maims anyone else to get Bud Light, or demolishes their office or otherwise acts a total fool to get Bud Light.

Actually the most foolish thing you can do to get Bud Light is buy it.

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NFL - "Under the Helmet" - Chester Pitts

this is the one I thought would win. It's fun.

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4th Quarter
 
 sunsilk

Sunsilk - "Life Can't Wait"

Quick - how do get Madonna, Shakira, and Marilyn Monroe to appear in your Super Bowl commercial... without paying them?
Use stock photos and footage!
Pay to license the music and the photos, and presto.
Sunsilk basically spent all the money on the $2.7 million ad slot.
Articles say that Sunsilk used a "boutique" ad agency to create this ad, instead of hiring one of the big-budget ad agencies.
I would not be suprised if the "boutique" was just one dude or chick with a Mac.
I'm just beginning to dabble in motion graphics
(see the intro to my new CIH videos on YouTube)
and I can tell, this is a simple animation, done with existing photos and footage - it probably took two days to create.

Way to go Sunsilk for SUPER low-budge
with cheap-o celebrity fakeness to boot.

Yawn! Next please.

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 coke balloons

Coca-Cola - "It's Mine"

Two helium balloons fight over another helium balloon shaped like a bottle of Coke.
They do know it's not really filled with Coca-Cola, right?
Wait. they can't know anything because they're balloons.
And Charlie Brown gets the coke-shaped balloon.
Now try drinking it, asshole.

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 coke jinx

Coca-Cola - "Jinx"

Finally one I like!
Awwwww.

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Toyota Sequoia - Seats Eight Crazies

I kind of don't get it.

Is that okay?

Do people loosely pile "big wheels" on top of an SUV and then go race them?

Grown people?

Post your comments about this Superbowl commercial

   
 
 

You Don't Mess with the Zohan

I saw the trailer for this movie and it looks great!

Finally Adam Sandler plays a character instead of trying to act like a real person. And the character is awesome! I know a LOT of Israelis, and he's got the accent down. I think this movie will rock.

But then again they did advertise it during the Superbowl.

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e*Trade - Banking baby

I would like to again point out that e*trade has fake YouTube users making positive comments baout their ad and about e*trade on YouTube.

You know - users who joined today and their "favorite" videos are the two e-trade ads, and that's it.

That's ALMOST as stupid as this ad.

Underestimated the creepiness? I think that's what e*trade did with this 30-second nightmare.

Stop with the talking babies. I didn't work for Carl's Jr., It didn't work as a sitcom, and it doesn't work now.

Awful awful awful awful.

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Taco Bell - Fiesta Platters

Hmm. I suppose the idea is, they have Mariachis in a real Mexican restaurant, and this is as close as we can get to being a real Mexican restaurant. So sit down, and enjoy your faux-Mexican (or is that Falso Mexicano?) meal with some live Mariachis. In your office.

I also love how they seem to have Taco bell takeout with no wrappers, napkins, or other garbage.

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Gatorade - Dog Drinking water

For 30 seconds they show a dog drinking water, and then they show 3 bottles of gatorade with the caption, man's best friend
So we're supposed to think, "Dogs get thisty, and so do we! But I would not reccommend feeding Gatorade to your dog. Or yourself.

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Bud Light - Semi Pro

It's an ad for a movie and for Bud Light.
That's a double foul!
And actually it's not that bad. Hmmm.

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Hyundai - "Tomorrow"

What the hell is the USA Today "Ad Meter"?

And who cares?

And why give it a shout-out in your 2.7 millon-dollar ad slot?

This is the ad meter right here!

And again with the classes! Who cares? If I drive a BMW that's what I drive.

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Victoria's Secret

Notice how the models never talk.
I promise that's a good thing!
The fantasy stops with the picture.

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Amp Energy Drink

Oh, how perfect.
Because we really don't have enough energy drinks to choose from.

Do not attempt?
Seriously, if you would, dude, you should.

Do it and have your buddy put it on YouTube while you're in the hospital.

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American Idol Promo with Ben Roethlisberger

Great. That's the song I want running through my head at the Superbowl party.

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That's It!
 
 

It has been a real pleasure reviewing the Superbowl ads with you!
Get ready for my video wrap-up of the ads, coming on YouTube this week.
I look forward to reading your comments!
Take care,
Nathan

Previous Superbowl Ads 2007 | 2006 | 2005 | 2004 | 2003
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