Field Notes Inside an Integrated Communications Agency

It’s that time of year again. The chatter brews about the Super Bowl. Not the game—usually a snorefest—but the extraneous stuff that swirls around it. Ads, musical performances, drunken football legends, inappropriate comments…you get the idea. This year, as in recent years, I suspect our anticipation will be met with pretty much the same: nothing.

Think back to Super Bowl XXXVIII in 2004 and how Janet Jackson’s booby hypnotized the FCC into making Puritans out of networks. Remember the broadcast? Justin, Prince of Pop, gyrated. Diddy and Nelly checked their junk and Kid Rock sported a shirt made from an American flag. Even a professional streaker, usually a great 11 o’clock News digestif, was completely overshadowed by Ms. Jackson’s breast. Oh yeah, the ads. Who could forget the pooting horse for Bud Light? Ads for erectile dysfunction rivals Levitra and Cialis (introducing 36 hour power!) previewed along with old faithful Viagra.

In the aftermath 200,000 Americans complained, The FCC slapped CBS with record $550,000 fines and increased indecency fines more than 1,000 percent. While Nipplegate was the lightning rod, the pooting and repeated use of the word “erectile” got caught up in the storm, making that halftime show the poster child for low morality in pop culture.

A Time magazine poll in 2005 revealed 66 percent of Americans believed the FCC overreacted.

TV doesn’t raise our kids; we do. Sure, we don’t want them exposed to grown-up things too early, but things happen. We have to instill a sense of morality in them. Pop culture has always titillated. That’s its job. Parents can use these opportunities to give children reasoning power to hopefully prepare them to make tougher decisions later.

Super Bowl XLII rolls around on February 3. It’ll be hyped before and quickly forgotten afterwards. The acts will be tame and the ads lame. They’ll skirt controversy. By hiding unpleasant or unfamiliar subjects, we pretend they don’t exist. Isn’t that doing kids more harm than having a conversation with them? Are we too uncomfortable? My dear Puritans, the Internet doesn’t mind enlightening our kids. Unless I subscribe, I’m not a fan of gratuitous adult stuff in primetime. However, a little interest would bring the Super Bowl back into this century. Alas, thy heart believes it shalt not be giant, probably rather pat.