Super week is upon us

Try as one might to remember that the Super Bowl is just a football game and that all the hoopla surrounding it is merely marketing hype, it is impossible not to get caught up in the excitement and enjoyment of the week.

This year’s contest has two world-class teams – the Seattle Seahawks and the Denver Broncos. The Broncos are led by record-setting quarterback Peyton Manning and the Seahawks put their money on young Russell Wilson.

The game will be played in an outdoor stadium in the New York metropolitan area and, if the last couple of weeks provide any clue, the weather outside may be – as they say – frightful.

It should be a very exciting – and cold – game.

As for the hoopla leading up to the game, the week will be filled with player and coach interviews, discussion over offensive and defensive matchups, comparison of special teams play and . . . which commercials during the telecast will be the funniest, have the most impact and leave fans talking about them.

This last part of the Super Bowl – the fascination with the commercials – speaks volumes about the marketing expertise of the National Football League. People are already wondering if there will be a commercial as funny as Betty White’s legendary Snickers commercial where she got belted in a sandlot football game.

The marketing expertise pays off in huge volumes for the networks telecasting the game – the commercial spots will go for millions of dollars per minute. Super Bowl spots are the most expensive commercials of the year.

Of course, it is a gamble for advertisers. If the game is a blowout and your commercial is late in the second half, the audience is going to have fallen off significantly. If, on the other hand, it is a nail-biter, the audience may actually grow as the game goes on.

Either way, it is significant that the commercials and the pregame spin have become part of the American fabric. Super Bowl week is a fun week. We can only hope the game lives up to the hype preceding it.

(Portions of this editorial have appeared previously in The Maui News.)

* Editorials reflect the opinion of the publisher.