Lifestyle
Super Bowl ads played it safe, but there were still some winners
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When I spoke with Shayne Millington about the cheeky Super Bowl ad she was planning with Cardi B., the advertising executive was excited about the prospect of tweaking male sports fans in a way Big Game ads often don’t do.
But the NFL threw some cold water on her plans Sunday, preventing makeup brand NYX from airing part of their ad suggesting that men may have mistook the name of their Duck Plump lip gloss and used it in a certain private area. Instead, they aired 30 seconds featuring Cardi B and displayed a QR code viewers could use to access the full ad.
Millington, the Chief Creative Officer at McCann New York, told me before the game that the ad was an attempt to turn the tables on traditional Super Bowl advertising.
“You have to really look at how women have been portrayed in Super Bowl ads and in the past, and it’s not great,” she added. “So, on a platform as big as the Super Bowl where men have [traditionally] had the upper hand with humor…[this time] women will have the last laugh with Cardi B.”
Turns out, Millington’s ad was among the sauciest in a Super Bowl where brands played it safe even more than usual, perhaps due to the mammoth, $7-milion-per-30-seconds fee for airtime.
Political messages were subtle and shaded, including a retro-looking ad for independent presidential candidate Robert Kennedy Jr. that didn’t get near his controversial stands on vaccines and other issues (with a jingle that sounded like it could have been an ad for his dad; talk about a nepo baby). An ad for the website hegetsus.com aimed at boosting Jesus Christ focused on how his teachings might bring people together, not the controversial stands of one funder, the family which owns notably religious craft store chain Hobby Lobby.
Blame the intensely crazy pace of real-life news or the back-breaking price for ads, but this year’s crop of commercials seemed to lean away from controversy and into nostalgia, celebrity and cross promotion — with Super Bowl halftime performer Usher appearing in more spots than the Budweiser Clydesdales.
Here’s a breakdown of what worked and didn’t in the biggest – and most expensive – advertising showcase on American television.
Best use of a celebrity poking fun at something he knows we’re all laughing at anyway: State Farm’s ‘Like a Good Neighbaa’
We all know Arnold Schwarzenegger has somehow won over America’s hearts despite delivering lines in films so drenched with his Austrian accent that it sounds like English put through a Cuisinart. That’s why it’s so delightful to see him willing to send up both his action hero past and his dicey diction, playing a swashbuckling State Farm agent who somehow can’t say “labor,” “concealer” or “neighbor.” Even Jake From State Farm couldn’t help coach him through a speech pattern that, somehow, still makes all those words sound cooler when they come out of Ahnuld’s mouth. (Though his former Twins co-star Danny DeVito untimately had to help him out.)
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Worst use of a celebrity tolerating something we’re all laughing at anyway: BMW’s ‘Talkin’ Like Walken’
How do you come up with a concept so promising – much-mimicked Hollywood eccentric Christopher Walken walks through a day where everyone is doing their own Walken impressions – and wind up with a spot so, well, odd? Where are the celebrities who do amazing Walken impressions, like Kevin Pollak, Jay Mohr or even Tom Hiddleston? Where’s the moment Walken has fun with people trying to cop his off-kilter patios, (instead of looking like he can’t wait to get off the screen)? And why is the Super Bowl’s halftime headliner Usher showing up at the end and NOT doing a Walken impersonation? Small wonder this over-hyped ad is also in the running for Best Missed Opportunity. Sigh.
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Best way to get someone else to publicize your new music: Verizon’s ‘Can’t B Broken’
The ad itself is a fun affair, with Beyoncé trying to “break” Verizon’s 5G network through a series of outlandish stunts (assisted by Veep co-star Tony Hale), including creating Beyonc-A.I., the pink-themed Bar-Bey, and a musical performance in space. When none of that succeeds in bringing down Verizon, she says “Okay. They ready. Bring the new music.”
Of course, Beyoncé meant business, dropping two new tunes on her website and announcing the debut of a country-inspired album, Act II, for March 29. Forget about announcing a new album during the Grammys; Bey dropped her announcement on TV’s biggest platform, paid for by Verizon. Respect.
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Best celebrity save: Uber Eats’s ‘Don’t Forget Uber Eats’
Actually, I want to forget much of this spot, which features wooden moments like David and Victoria Beckham pretending to forget she was in the Spice Girls (will anyone catch that they’re spoofing a scene from his Netflix docuseries?) and another, um, forgettable cameo from Usher (did you know he’s playing the Super Bowl halftime? Feels like he’s popping up in half of the Super Bowl ads to remind you!)
But the conceit – that you have to forget something to make room in your memory for Uber Eats’ awesome services – hit home when Jennifer Aniston appeared, ignoring David Schwimmer even as he reminds her they worked together for 10 years on one of the most popular sitcoms in TV history.
Perhaps it’s because I disliked his character Ross’ romance with Aniston’s character on Friends so much, but when she walked away, convinced she didn’t know him, and he muttered “I hate this town,” I felt like TV justice had somehow been served.
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Best hope for Marvel fans: The Deadpool movie
That sound you heard at the game’s start wasn’t sports fans settling in for the Big Game. It was Marvel fans screaming in anticipation after realizing that Ryan Reynolds’ new Deadpool movie won’t just feature Hugh Jackman returning as Wolverine, but Reynolds’ disfigured, wisecracking mercenary superhero getting kidnapped by the TVA — an organization from the Loki series. And the TVA’s representative here is none other than Succession’s Tom Wambsgans, or the actor Matthew Macfadyen. If any film can rescue the world from superhero fatigue, this might be the one.
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Best use of a cat/worst use of a McKinnon: Hellmann’s ‘Mayo Cat’
Fans know Saturday Night Live alum Kate McKinnon has a special bond with cats — she’s even come up with some sidesplitting sketches on the subject — so it was cute to see her alongside a feline who captivates the world by simply saying “mayo.” The ad also has a cool button at the end, where the cat dates and breaks up with fellow SNL alum Pete Davidson (“You lasted longer than most,” McKinnon quips.) But how do you spend millions on a commercial starring the funniest woman on TV and give all the action to her cat? Purrfectly frustrating. (Yes, I went there.)
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Second best use of a celebrity poking fun at themselves: Skechers ‘Mr. T in Skechers’
I’ll be honest, I didn’t notice there was no “T” in the footwear company’s name until Tony Romo upsets the famous A Team star by pointing it out. Watching a 71-year-old Mr. T walk on hot coals and do CGI-assisted pull ups while insisting “I pity the fool who has to touch his shoes” as he cavorts in Skechers slip on shoes, I saw a mix of nostalgia, absurdity and good-hearted self-parody that I didn’t even knew I needed until it happened. Once again, Mr. T. for the win.
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Best tribute to a departed legend: FanDuel’s Super Bowl Kick of Destiny Part 2
Reprising the stunt from last year, where the four-time Super Bowl champion tight end tried – and failed – to make a 25-yard field goal, this year’s commercial featured Gronk failing again. In a teaser for the series of ads released early, Rocky co-star Carl Weathers was shown riding up on a motorcycle to encourage Gronkowski. After Weathers died earlier this month at age 76, producers reworked one of those ads to show the actor saying ruefully, “You gave it your all, Gronk.” Then the spot flashed to an image of Weathers with the message “Thank you Carl. 1948 – 2024.” Glad to see the company kept him in the spot; there’s no better, classier tribute to a towering talent than tipping the hat to him on the biggest platform in the world.
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Best ‘I’m not crying, you’re crying’ ad: Google Pixel’s ‘Javier in Frame’
I first gave this award last year for the dog food ad that made everyone emotional. This time, its Google Pixel showcasing its guided frame technology, in which the phone tells users when faces are fully in the picture frame. We see this work from the perspective of Javier, who utilizes the phone despite his problems with blurred vision to capture important moments in his life, including the birth of his child. The spot’s director, Adam Morse, is blind and it’s narrated at the end by Stevie Wonder. Poignant doesn’t begin to describe it.
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Most confusing movie ad: ‘Twisters’
It’s not apparent from watching the Super Bowl ad whether this film is a reboot or a sequel to the 1996 film that featured Helen Hunt, Bill Paxton and Philip Seymour Hoffman (according to Variety, it’s indeed a sequel). But after watching Glenn Powell and Daisy Edgar-Jones jostling around in a 2-minute spot spouting dialogue that referenced the original, I only had one question that really needed answering: Why?
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Best contest with the worst ad: DoorDash’s ‘All the Ads’
It’s an inspired giveaway: DoorDash will provide all of the items in every Super Bowl commercial to one lucky winner, including a 2024 BMW All-Electric i5, chicken wings from Popeyes for 150-plus people, a $50,000 check for their dream home and much more (you had to watch the commercial during the game and add a promotional code at this URL to enter). But hearing Laurence Fishburne majestically narrate a preview ad that uses DoorDash as a verb while products are bursting from the ground makes me want to DoorDash as far away from it all as possible.
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Worst use of a celebrity: ‘Sir Patrick Stewart Throws a Hail Arnold’ on Paramount+
Yes, you read the title right. Patrick Stewart, star of Star Trek: Picard on Paramount+, appears in a spot where he argues with Drew Barrymore, then orders Miami Dolphins quarterback Tua Tagovailoa to throw an animated fourth grader from Hey Arnold! up a mountain, before doing it himself. (The band Creed also shows up to play a song for some reason).
All I want is a sample of whatever the scriptwriters were smoking when they came up with this nonsense – or when they got Stewart to agree to appear in it.
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Second-worst use of a celebrity: Squarespace’s ‘Hello Down There’
The concept’s not so bad: We’re so distracted by our phones and social media that no one on earth notices a fleet of flying saucers overhead until the aliens build a website with Squarespace.
But it’s a drag seeing Oscar-winner Martin Scorsese direct this bit of fluff without much humor and a punchline that goes over like, well, a badly formatted website: Scorsese in traffic, looks at a sky filled with spaceships and tells his driver, “I told you to take Broadway. This always happens.”
Feels a little like hiring Frank Lloyd Wright to design your kid’s backyard playhouse.
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Lifestyle
Found: The 19th century silent film that first captured a robot attack
A screenshot from George Mélière’s Gugusse et l’Automate. The pioneering French filmmaker’s 1897 short, which likely features the first known depiction of a robot on film, was thought lost until it was found among a box of old reels that had belonged to a family in Michigan and restored by the Library of Congress.
The Frisbee Collection/Library of Congress
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The Frisbee Collection/Library of Congress
The Library of Congress has found and restored a long-lost silent film by Georges Méliès.
The famed 19th century French filmmaker is best known for his groundbreaking 1902 science fiction adventure masterpiece Le Voyage dans la Lune (A Trip to the Moon).
The 45-second-long, one-reel short Gugusse et l’Automate – Gugusse and the Automaton – was made nearly 130 years ago. But the subject matter still feels timely. The film, which can be viewed on the Library of Congress’ website, depicts a child-sized robot clown who grows to the size of an adult and then attacks a human clown with a stick. The human then decimates the machine with a hammer.
In an Instagram post, Library of Congress moving image curator Jason Evans Groth said the film represents, “probably the first instance of a robot ever captured in a moving image.” (The word “robot” didn’t appear until 1921, when Czech dramatist Karel Čapek coined it in his science fiction play R.U.R..)
“Today, many of us are worried about AI and robots,” said archivist and filmmaker Rick Prelinger, in an email to NPR. “Well, people were thinking about robots in 1897. Very little is new.”
A long journey
Groth said the film arrived in a box last September from a donor in Michigan, Bill McFarland. “Bill’s great grandfather, William Frisbee, was a person who loved technology,” Groth said. “And in the late 19th century, must have bought a projector and a bunch of films and decided to drive them around in his buggy to share them with folks in Pennsylvania, Ohio, New York.”
McFarland didn’t know what was on the 10 rusty reels he dropped off at the Library of Congress’ National Audio-Visual Conservation Center in Culpeper, Va. A Library article about the discovery describes the battered, pre-World War I artifacts as having been, “shuttled around from basements to barns to garages,” and that they, “could no longer be safely run through a projector,” owing to their delicate condition. “The nitrate film stock had crumbled to bits on some; other strips were stuck together,” the article said. It was a lab technician in Michigan who suggested McFarland contact the Library of Congress.
“The moment we set our eyes on this box of film, we knew it was something special,” said George Willeman, who heads up the Library’s nitrate film vault, in the article.
Willeman’s team carefully inspected the trove of footage, which also contained another well-known Méliès film, Nouvelles Luttes extravagantes (The Fat and Lean Wrestling Match) and parts of The Burning Stable, an early Thomas Edison work. With the help of an external expert, they identified the reel as having been created by Méliès because it features a star painted on a pedestal in the center of the screen – the logo for Méliès Star Film Company.
A pioneering filmmaker
Méliès was one of the great pioneers of cinema. The scene in which a rocket lands playfully in the eye of Méliès’ anthropomorphic moon in Le Voyage dans la Lune is one of the most famous moments in cinematic history. And he helped to popularize such special effects as multiple exposures and time-lapse photography.
This moment from George Méliès’ Le Voyage dans la Lune (A Trip to the Moon) is considered to be one of the most famous in cinematic history.
George Méliès/Public Domain
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George Méliès/Public Domain
Presumed lost until the Library of Congress’s discovery, Gugusse et L’Automate loomed large in the imaginations of science fiction and early cinema buffs for more than a century. In their 1977 book Things to Come: An Illustrated History of the Science Fiction Film, authors Douglas Menville and R. Reginald described Gugusse as possibly being, “the first true SF [science fiction] film.”
“While it may seem that no more discoveries remain to be made, that’s not the case,” said Prelinger of the work’s reappearance. “Here’s a genuine discovery from the early days of film that no one anticipated.”
Lifestyle
Joshua Jackson Works Out Shirtless at a Boxing Gym in LA, On Video
Joshua Jackson
I Got the Eye of the Tiger!!!
Published
BACKGRID
Joshua Jackson may have picked up a thing or two from “Karate Kid: Legends” … we got video of him going H.A.M. in a boxing gym with a trainer.
Watch the video … the 47-year-old actor ditched his shirt for the workout, really working up a sweat as he bobbed and weaved in the ring while throwing in some pretty impressive jabs!
He later goes to work solo on a speed bag like an old pro.
Joshua has publicly said that starring in “Karate Kid: Legends” in the role of a former boxer was a dream for him, but there’s no word on whether he’s training for another role or just really fell in love with boxing.
Either way … you’re looking great, Joshua!
Lifestyle
‘The Fall and Rise of Reggie Dinkins’ falls before it rises — but then it soars
Tracy Morgan, left, and Daniel Radcliffe star in The Fall and Rise of Reggie Dinkins.
Scott Gries/NBC
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Scott Gries/NBC
Tracy Morgan, as a presence, as a persona, bends the rules of comedy spacetime around him.
Consider: He’s constitutionally incapable of tossing off a joke or an aside, because he never simply delivers a line when he can declaim it instead. He can’t help but occupy the center of any given scene he’s in — his abiding, essential weirdness inevitably pulls focus. Perhaps most mystifying to comedy nerds is the way he can take a breath in the middle of a punchline and still, somehow, land it.
That? Should be impossible. Comedy depends on, is entirely a function of, timing; jokes are delicate constructs of rhythms that take time and practice to beat into shape for maximum efficiency. But never mind that. Give this guy a non-sequitur, the nonner the better, and he’ll shout that sucker at the top of his fool lungs, and absolutely kill, every time.
Well. Not every time, and not everywhere. Because Tracy Morgan is a puzzle piece so oddly shaped he won’t fit into just any world. In fact, the only way he works is if you take the time and effort to assiduously build the entire puzzle around him.
Thankfully, the makers of his new series, The Fall and Rise of Reggie Dinkins, understand that very specific assignment. They’ve built the show around Morgan’s signature profile and paired him with an hugely unlikely comedy partner (Daniel Radcliffe).
The co-creators/co-showrunners are Robert Carlock, who was one of the showrunners on 30 Rock and co-created The Unbreakable Kimmy Schmidt, and Sam Means, who also worked on Girls5eva with Carlock and has written for 30 Rock and Kimmy Schmidt.
These guys know exactly what Morgan can do, even if 30 Rock relegated him to function as a kind of comedy bomb-thrower. He’d enter a scene, lob a few loud, puzzling, hilarious references that would blow up the situation onscreen, and promptly peace out through the smoke and ash left in his wake.
That can’t happen on Reggie Dinkins, as Tracy is the center of both the show, and the show-within-the-show. He plays a former NFL star disgraced by a gambling scandal who’s determined to redeem himself in the public eye. He brings in an Oscar-winning documentarian Arthur Tobin (Radcliffe) to make a movie about him and his current life.
Tobin, however, is determined to create an authentic portrait of a fallen hero, and keeps goading Dinkins to express remorse — or anything at all besides canned, feel-good platitudes. He embeds himself in Dinkins’ palatial New Jersey mansion, alongside Dinkins’ fiancée Brina (Precious Way), teenage son Carmelo (Jalyn Hall) and his former teammate Rusty (Bobby Moynihan), who lives in the basement.
If you’re thinking this means Reggie Dinkins is a show satirizing the recent rise of toothless, self-flattering documentaries about athletes and performers produced in collaboration with their subjects, you’re half-right. The show feints at that tension with some clever bits over the course of the season, but it’s never allowed to develop into a central, overarching conflict, because the show’s more interested in the affinity between Dinkins and Tobin.
Tobin, it turns out, is dealing with his own public disgrace — his emotional breakdown on the set of a blockbuster movie he was directing has gone viral — and the show becomes about exploring what these two damaged men can learn from each other.
On paper, sure: It’s an oil-and-water mixture: Dinkins (loud, rich, American, Black) and Tobin (uptight, pretentious, British, practically translucent). Morgan’s in his element, and if you’re not already aware of what a funny performer Radcliffe can be, check him out on the late lamented Miracle Workers.
Whenever these two characters are firing fusillades of jokes at each other, the series sings. But, especially in the early going, the showrunners seem determined to put Morgan and Radcliffe together in quieter, more heartfelt scenes that don’t quite work. It’s too reductive to presume this is because Morgan is a comedian and Radcliffe is an actor, but it’s hard to deny that they’re coming at those moments from radically different places, and seem to be directing their energies past each other in ways that never quite manage to connect.
Precious Way as Brina.
Scott Gries/NBC
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Scott Gries/NBC
It’s one reason the show flounders out of the gate, as typical pilot problems pile up — every secondary character gets introduced in a hurry and assigned a defining characteristic: Brina (the influencer), Rusty (the loser), Carmelo (the TV teen). It takes a bit too long for even the great Erika Alexander, who plays Dinkins’ ex-wife and current manager Monica, to get something to play besides the uber-competent, work-addicted businesswoman.
But then, there are the jokes. My god, these jokes.
Reggie Dinkins, like 30 Rock and Kimmy Schmidt before it, is a joke machine, firing off bit after bit after bit. But where those shows were only too happy to exist as high-key joke-engines first, and character comedies second, Dinkins is operating in a slightly lower register. It’s deliberately pitched to feel a bit more grounded, a bit less frenetic. (To be fair: Every show in the history of the medium can be categorized as more grounded and less frenetic than 30 Rock and Kimmy Schmidt — but Reggie Dinkins expressly shares those series’ comedic approach, if not their specific joke density.)
While the hit rate of Reggie Dinkins‘ jokes never achieves 30 Rock status, rest assured that in episodes coming later in the season it comfortably hovers at Kimmy Schmidt level. Which is to say: Two or three times an episode, you will encounter a joke that is so perfect, so pure, so diamond-hard that you will wonder how it has taken human civilization until 2026 Common Era to discover it.
And that’s the key — they feel discovered. The jokes I’m talking about don’t seem painstakingly wrought, though of course they were. No, they feel like they have always been there, beneath the earth, biding their time, just waiting to be found. (Here, you no doubt will be expecting me to provide some examples. Well, I’m not gonna. It’s not a critic’s job to spoil jokes this good by busting them out in some lousy review. Just watch the damn show to experience them as you’re meant to; you’ll know which ones I’m talking about.)
Now, let’s you and I talk about Bobby Moynihan.
As Rusty, Dinkins’ devoted ex-teammate who lives in the basement, Moynihan could have easily contented himself to play Pathetic Guy™ and leave it at that. Instead, he invests Rusty with such depths of earnest, deeply felt, improbably sunny emotions that he solidifies his position as show MVP with every word, every gesture, every expression. The guy can shuffle into the far background of a shot eating cereal and get a laugh, which is to say: He can be literally out-of-focus and still steal focus.
Which is why it doesn’t matter, in the end, that the locus of Reggie Dinkins‘ comedic energy isn’t found precisely where the show’s premise (Tracy Morgan! Daniel Radcliffe! Imagine the chemistry!) would have you believe it to be. This is a very, very funny — frequently hilarious — series that prizes well-written, well-timed, well-delivered jokes, and that knows how to use its actors to serve them up in the best way possible. And once it shakes off a few early stumbles and gets out of its own way, it does that better than any show on television.
This piece also appeared in NPR’s Pop Culture Happy Hour newsletter. Sign up for the newsletter so you don’t miss the next one, plus get weekly recommendations about what’s making us happy.
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