Why Does Work Show Up in the Super Bowl Ads?

Pass the chips and dip, because this weekend I'm ready to hunker down to watch the Super Bowl commercials. I'm sure the action between the Colts and the Saints will be exciting, but for me it's secondary to the ads surrounding all the plays and touchdowns.

In preparation for the event, I've been revisiting some of my favorite Super Bowl commercials from years past. And I am noticing that work is often the main topic or setting for many of these ads. How come?

 

Take this list of the most memorable Super Bowl spots. Monster.com's "When I Grow Up" earns a mention -- who didn't feel for those kids? Reebok's "Terry Tate: Office Linebacker" also made the list -- it still cracks me up; I can't watch it just once.

 

In Time's "Best and Worst Super Bowl Commercials of 2009," the author notes: "The night's theme of workplace anxiety is established." He goes on to list the following work-related Super Bowl commercials as a reflection of how American workers felt a year ago:

     

     - Monster.com's "Doubletake"
     - Bud Light's "Meeting"
     - Doritos' "Crystal Ball"
     - Hyundai Genesis's "Angry Bosses"

 

Just what makes work such a comical setting? Probably for the same reasons the workplace is the focus of so many sitcoms. Whether you work in an office or not, Americans have a good idea of what it might be like, clichés included. It's a bit of storytelling shorthand, which is especially important in a 30-second spot.

 

So what can you expect to see in this year's Super Bowl commercials? Get a sneak peek at Monster's new Super bowl ad.

 

Let's regroup here next week for a look at how the world of work manifests itself in this year's Super Bowl commercials. And in the meantime, share some of your favorite ads from Super Bowls past below.

 

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