Airwaves: Super Bowl ads are sure to create a buzz

SAN FRANCISCO — It is finally here, the biggest game on Earth. Today’s Super Bowl will draw more viewers than any other sporting event, outside the Olympics, in the history of televised sports. The Colts will win the game. They might not cover the 5½-point spread, but they will win the game.

The “computer” playing QB for the Colts is just too good. Peyton Manning has the unique ability to adjust to any defensive scheme he sees. In addition, he is a big, strong, tough guy, so he can take the hits big-mouth Saints defensive coordinator Gregg Williams promises to deliver to him. Although we all know the football facts of the game and all the ins and outs of the injuries, strategy and coaching intellect, an annual part of Super Bowl Sunday is the commercials.

In an unprecedented move, Pepsi has gotten a great deal of free publicity by announcing they will not be involved with the Super Bowl for the first time in a long time. Mancrunch.com, a gay dating service, prepared a 30-second commercial, but it was rejected by the brass at CBS. I guess money has some morality. Now, I have seen this commercial on the Internet and it is quite interesting. Literally, two normal-looking guys end up in a lip-lock for 15 seconds while watching the game. I am a very liberal person, but I wish the ad was running because the reaction by the world would have been priceless.

The other ads are the normal Anheuser-Busch, Doritos, Coke,  and Denny’s. Electronic Arts will create a bit of a stir with its ad for a new video game, Dante’s Inferno. This is not exactly the type of video game you would like your 8-year-old playing.

•This week has been a total media circus and I feel for the players, but that is the price you pay for being the best in your given sport. That being said, the CBS production should be spectacular with high-def TV, high-speed cameras, high-tech graphics and secondary audio programming. This stuff confuses me, but it sure as heck sounds good.

•CBS will have a four-hour pregame show, starting at 11 a.m. I guess every possible subject concerning this game will be covered. I would say this is way too long for a pregame show, but the NFL Network will set some type of record with an 8½-hour pregame show. This production, which no one will watch, begins at 6 a.m. and will have 17 different on-air personalities chiming in from four different South Florida locations. Give me another Bloody Mary, please.

Stars create a memorable media week

This has been an awesome media week. If I were one of those stupid gossip TV shows, I would title this week “Ankles, Fingers and Wings.”

•The No. 1 body part discussed all week was the ankle injury to Colts superstar defensive end Dwight Freeney. Never has an injury to a non-QB been covered so closely and in such great depth. Obviously this guy is a great, great player. All indications are that he will try to play, but will be very limited. He is clearly the third-best player on the field behind Peyton Manning and Drew Brees. It is a shame he is hobbling because he is a difference maker.

•Boisterous and outspoken New York Jets coach Rex Ryan’s middle finger got him in hot water this week. He was attending a mixed martial arts fight while in Miami and apparently some drunk Dolphins fan would not stop harassing the very confident Ryan. Rex responded by flipping the moron the bird. I only have two comments on the matter that cost Ryan a $50,000 fine by the Jets.

No. 1: When you are in Miami, why would you go to some stupid MMA fight? Were all the strip clubs and martini bars closed?

No. 2: Get used to the limelight big boy, it will get worse with some of these idiotic fans. Although most New Yorkers loved what you did, the NFL and the Jets brass did not.

•The National Chicken Council (I never knew this organization existed) announced this week that 90 million pounds of chicken will be consumed on Super Bowl Sunday. The majority of that chicken will be chicken wings, America’s favorite finger food. Pizza is the No. 2 consumed food of choice, but 90 million pounds. Wow!


On Target: If you want to have a good time today, go to Mr. Lucky’s in Walnut Creek to watch the Super Bowl. Tell ’em I sent you and drinks are all $2. Listen to owner Walt gripe that the Raiders should be playing in the game. Ask Pete to write you an insurance policy during the game. Listen to Bob the golf pro fill you in on the latest Tiger rumors. Enjoy Gary the Paver and Tom the Hotel Czar discuss the economy and the cost of gold. Ah yes, what a great setting. Just a warning, remember these guys are still upset the NFL blocked Rush Limbaugh from ownership earlier this year.


Artie Gigantino spent 25 years as a coach at the major-college and NFL levels, was lead college football analyst for Fox Sports Net for seven years, was with CBS for one year and was an executive with the Raiders for three years. E-mail him at agigantino@sfexaminer.com.