You never want to be upstaged.
Justin Timberlake was selling entertainment. The NFL was selling drama.
Once upon a time the game was lousy, it was about the commercials and then the halftime performance. As for new groundbreaking commercials, that paradigm is dead. Steve Jobs and Apple established it, a few others rode on the coattails, and then it was done. Kinda like Radiohead’s In Rainbows promotion and release; once you’ve seen the trick it can’t be repeated. Kinda like SNL. It pushed the envelope 40 years ago, with its original cast, when we all lived in a monoculture and television was safe, but now almost no one gets the references, there are no punchlines and the only ones who care are in the mainstream media trumpeting efforts the rest of us don’t care about.
That’s the story of today: how the younger generations have broken free of the constructs of the older and the older just don’t get it, despite convincing themselves how hip they are by using iPhone X’s and driving Teslas. Just ask them how to use Snapchat, which is already passé. As for Instagram, which they’re bragging on, they don’t know it’s cooler to have a private