The commercial we all wanted to see during the Super Bowl didn’t air during the game. Instead, it aired 30 minutes BEFORE the game. Yeah, how many people view the pre-game program AND watch the commercials? Most people assume the supposedly hot (some weren’t) commercials will air during the game — not before or after. So they’re more likely to take breaks during pre-game show commercials.
Nonetheless, you can catch it on YouTube and Pepsi’s special page devoted to the making of the spot and more.
And as usual, many Super Bowl commercials didn’t have captions. Ironically, this included Pepsi’s other commercials. These companies spend millions for their ads, but can’t spare a small amount for captions? Pepsi sent mixed messages with its ads.
I’m also disappointed to see the letter from AG Bell Association [pdf file] for the Deaf and Hard of Hearing. The letter to PepsiCo’s Communications expressed concerns with the deaf stereotype presented in the ad.
I communicate orally and don’t use ASL (please don’t chide me — keep reading), yet I loved this commercial and showed it to everyone I know. ASL makes a bigger impact in an ad than deaf people who speak.
Besides… every race, religion, disability, difference, etc. etc. has diversity within its own groups. This ad was simple, powerful, and funny. Let’s not make this a deaf vs. Deaf war and instead show our support with one big cheer.
Deaf Pundit posted a letter to PepsiCo that rebuts AG Bell’s letter.
By the way, Project readOn has created a Super Bowl XLII commercials page. So don’t go to the commercial’s official MySpace page, which don’t have a drop of captions. Furthermore, the page doesn’t work on Firefox.