FilmMattic

Pretty But Perfunctory *Editors Note: Pretend Clint Eastwood is narrating this entire post!       Beyond an investment of $3.5 million (per 30-seconds, up from $3 million last year) and a critical mass upwards of 90 million, what distinguishes a Super Bowl spot from any other spectacle-less day of advertising? Well, because of the exorbitant monetary outlay and the mammoth exposure, the biggest distinction is, presumably, creative disbursement. All that money—enough to feature Taylor Kitsch in two prominent spots—has to go to good use, correct? The answer, of course, is yes. But, more important, do the yeoman efforts, from marketers, actors, directors, and sponsors, produce effective results? Sadly no. In the hotbed of filmic fanaticism, the 2012 Super Bowl will be synonymous with three words, transitively etched in the amorphous footprint of Twitter: Pretty but perfunctory.