#794:Superbowl LVIII: Commercials and Pigskins, Conspiracies and Politics

Ah, Superbowl Sunday! Chiefs vs Niners. Las Vegas Nevada’s Allegiant Stadium. Quarterbacks Brock Purdy (the very last pick of the 2022 NFL Draft) and Chief’s Patrick Mahomes (the 10th pick of the 2017 NFL Draft). Chief’s Tight End Travis Kelce and Niner Running Back Christian McCaffrey. The Taylor Swift/Kelce conspiracy. Singer/Dancer/Roller Skater Usher leading the halftime show. Country icon Reba McEntire singing the National Anthem and actor Daniel Durant signing the national anthem in an American Sign Language performance. Commercials, commercials, commercials. And oh yes, 60 minutes of gigantic multi-millionaires over an oval pigskin . . .

If the above causes you to think that I am not a football fan . . . guess again. Although I may not be thoroughly in to the NFL as I am MBL (Major League Baseball), professional football (minus the all that irresistible force/immoveable object stuff and the future chronic traumatic encephalopathy it will likely cause) is still pretty exciting to watch. And heck, what California kid could resist rooting for the NIners - historically, the first professional sports team in the state? (For the record, the first sports team in state history was the Los Angeles Angels, opened up shop way back in 1892 and played in the four-team California League.)

Even if you’re not a football fan, there are all those commercials. Already, a listing of what will likely be the most talked-about ads. First and foremost, a 30-second spot will cost the advertiser $7 million. And this is minus all the production costs, which can run into the tens of millions. Some of the ads we should be on the lookout for are:

Kris Jenner for Oreo
Jenna Ortega for Doritos
David and Victoria Beckham with the Friends cast for UberEats
Ice Spice for Starry
Chris Pratt for Pringles
Arnold Schwarzenegger for State Farm
Tom Brady for BetMGM
Lionel Messi for Michelob Ultra
Kate McKinnon (“Weird Barbie”) for Hellman’s Mayo and
The Scorseses for Squarespace.

One concern that hasn’t a huge deal about running not one, but two spots is FCAS - the “Foundation to Combat Anti-Semitism.” During the pre-game show, FCAS will air the following 60 second spot:

The main ad features FCAS founder (and New England Patriots’ owner) Robert Kraft speaking with Clarence B. Jones, attorney, and the former personal counsel, advisor, draft speech writer and close friend of Martin Luther King Jr. Dr. Jones is a scholar in residence at the Martin Luther King Jr. Institute at Stanford University. (Jones, who turned 93 just about a month ago, is also the step father of American Actor Richard Schiff, best-known for playing Toby Ziegler on The West Wing.) This spot shows the precise moment when Mr. Kraft shared with Dr. Jones news that there was going to be a commercial aired during the Super Bowl on anti-Semitism:

As you can see, Dr. Jones’ response is quite emotional. Please also notice that, like Mr. Kraft, is wearing an iconic blue square “Stop Anti-Semitism” lapel pin, which is the symbol of FCAS. This ad comes at the perfect time; the one day in the year when more people watch television than any other. This means that along with ads for Oreos, UberEats and Doritos, men, women and children of all stripes will spend even a few seconds contemplating the sin known as anti-Semitism. It is needed now, more than ever.

Having watched a sneak preview of FCAS’s ads more than a half-dozen times, I am reminded of one of history’s greatest and most necessary of aphorisms . . . courtesy of a truly wise man named Hillel. For in the Jewish compendium called Pirke Avot (“The Ethics of the Sages”) Hillel states”

אִם אֵין אֲנִי לִי, מִי לִי. וּכְשֶׁאֲנִי לְעַצְמִי, מָה אֲנִי. וְאִם לֹא עַכְשָׁיו, אֵימָתָי:

“eem ayn ahnee li, me li? ukh’sh’ahnee l’ahtz-mi, mah ahnee? v’eem lo ahkh-shav, ay-mah-tie?

Namely: “If I am not for myself, who shall be for me? But if I am only for myself, what am I? And if not now, when?”

Imagine that: a Super Bowl containing an eternal message to ponder . . .