From VW's 'Star Wars' spots to Brad Pitt's Heineken run, advertisers have long used films in their Big Game commercials. By Eric Ditzian
Matthew Broderick in his Honda CR-V commercial Photo: Honda
Super Bowl kickoff is just days away, and while we couldn't be more psyched to watch the New York Giants dismantle the New England Patriots (because, folks, that's what will happen, end of story), we're nearly as pumped to check out the game's high-profile movie ads.
Every year, corporate America pours millions of dollars into movie-related spots — some starring Hollywood A-listers, others riffing on classic films — in an attempt to convince inebriated football fans to buy cars, beer, junk food, deodorant and whatever else we probably don't need but which might make our sad, empty lives have more meaning. At least that's how we think ad agencies approach the biggest sporting event of the year.
In preparation for the commercial excellence coming our way Sunday, we took a look at Super Bowls past — as well as this year's pigskin classic — to pick the 10 greatest movie-related ads of all time.
10. Honda's Riff on "Ferris Bueller's Day Off" This one sneaks onto the list neither because it's a great commercial (it's not) nor because it's hilarious to see Matthew Broderick once again telling us that life moves pretty fast (it's just depressing). No, this 2012 Honda ad makes the cut because there's never, ever going to be a "Ferris Bueller's Day Off" sequel, and if this is a close as we get, hey, we'll take it.
9. Nissan's "Top Gun" Pigeons Imagine being inside an ad agency when some creative exec pitches an ad in which a bunch of flyboy pigeons take flight, to the tune of "Top Gun" hit song "Danger Zone," and attempt to poop all over a Nissan Maxima, but the car is too damn speedy and the birds — one of them voiced by "Cheers" mailman John Ratzenberger — can't unload on it. And the Nissan suits say, "Hell yes! Let's fork over a million dollars and air this baby during the Super Bowl." The late '90s were weird. And awesome.
8. Budweiser's Alcoholic Dog Would a dog's most traumatic memory be the time he tried to chase after a Bud truck? Would this be the recollection a dog, in the best tradition of a method actor, turns to on a movie set to cry on cue during a maudlin death scene? Do dogs drink beer? Listen, it's the Super Bowl. These things don't have to make sense.
7. Visa's Six Degrees of Kevin Bacon Everyone's favorite movie-related drinking game made a very amusing appearance in the 2002 Super Bowl, as Kevin Bacon attempted to pull off what just might be a bit of credit-card fraud. Now drink!
6. Heineken's Brad Pitt Beer Run We suppose there's a world in which Brad Pitt doesn't have an army of underlings to send out on a beer run and instead has to stroll, under cover of darkness and as a thousand rabid paparazzi converge on him, to the market to pick up a six-pack. In a far different world, Heineken spent roughly the GDP of a third-world country to hire Pitt, license the Rolling Stones' "Gimme Shelter" and produce a classic Super Bowl a classic Super Bowl ad in 2005.
5. FedEx's "Cast Away" Resolution Who didn't want to ring Tom Hanks' neck in "Cast Away" and be like, "Dude, just open that FedEx box, 'cause there's totally a satellite phone, a GPS locator, a fishing rod and a water purifier in there"? This 2003 Super Bowl ad gave us the next best thing.
4. Noxema's Cream Ad with Farrah Fawcett and Joe Namath This ad, starring the movie star and the New York Jets QB, might not make it by today's network censors. So it's simply amazing that it aired during the 1973 Bowl and had Namath cooing, ''I'm so excited, I'm going to get creamed!" as Fawcett slid into frame.
3. Pepsi's Michael J. Fox Apartment: "Apartment 10G" (1987) In 1987, Michael J. Fox had it all — except some Diet Pepsi to offer his very new, totally bodacious next-door neighbor. So MJF does what anyone in his position would do: He jumps out his window in the rain to fetch her some calorie-free pop. Gentlemanly! Of course, when he returns with soda can in hand, he learns the new gal has an equally gorgeous roommate. Both of them love Diet Pepsi. And Michael J. Fox. City living is the best!
2. Volkswagen's Bark Side Eleven dogs. One "Star Wars" theme song. Nothing more needs to be said. In fact, nothing is said the entire time (in the same, savvy style as Budweiser's 1995 frog spot). Just watch it before it airs during this year's game. Genius.
1. Volkswagen's Force When a little boy clad as Darth Vader held up his hands, attempting to use the Force to start a Passat, he also jumpstarted the hearts of every Super Bowl viewer on the planet. Last year's classic ad was the perfect synthesis of everything a Big Game spot should aspire to be: cute but not too cute, funny without trying too hard, nostalgic yet utterly fresh. Though we somehow doubt parents raised on "Star Wars" rushed over to the local VW dealership seeking the sense of familial togetherness apparent in the commercial, that's not really the point (at least outside ad agencies and automobile manufacturers). Honestly, most of the people talking about the ad probably couldn't even name what kind of car the kid Force-ifies. What's key is people were talking — and still are talking a year later.
For breaking news, celebrity columns, humor and more — updated around the clock — visit MTVMoviesBlog.com.
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Registration at Ontario bank surges after singer tweets about one fan's need for a lung transplant. By Jocelyn Vena
Justin Bieber Photo: Getty Images
<P>Justin Bieber is a charitable guy. So when a fan of his reached out to him on Twitter to help spread the word about organ and blood donation, one particular bank quickly saw more and more people in the giving spirit. Belieber Helene Campbell, 20, tweeted the teen star last week about her own struggles (including how she herself needs a lung transplant). Bieber then began tweeting to her and about her, shedding more light on the cause than the fan could have ever anticipated. In the days since the online correspondence, the Ontario-based Trillium Gift of Life Network has seen donations skyrocket to more than 1,200 people, four times the amount the network usually receives. In part it had a lot to do with Bieber, but also the campaign started by Campbell, who suffers from idiopathic pulmonary fibrosis. "Helene has done an incredible job inspiring and motivating Ontarians to register their consent to organ and tissue donation. On an average day we would expect about 50 new online registrations," President and CEO Ronnie Gavsie said in a statement on Wednesday (January 25). "Since Helene's campaign began last Thursday, the average has been closer to 200 per day! There are over 1,500 people in Ontario waiting for a lifesaving organ transplant, on behalf of all them and Trillium Gift of Life Network, thank you Helene and thank you Justin Bieber!" Shortly after his initial tweet, she shared with him, "@justinbieber you have made a huge impact, not only on my life, but for many others in need of the gift of life now and in the future!" His response: "@alungstory glad to be able to help. best part of what i do." Bieber's other charity work includes his Believe Charity Drive as well as his participation with the Pencils of Promise foundation.</p>
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Previews for 'G.I. Joe,' '21 Jump Street' and others will premiere during Sunday's big game, with some trailers already available online. By Kevin P. Sullivan
Dwayne Johnson in "G.I. Joe: Retaliation" Photo: Paramount
In recent years, the Super Bowl has given movie fans an entirely different reason to look forward to the big game. Movie studios have been using the highly coveted ad space to spread the word about their high-profile releases set to the hit theaters in the coming months.
Super Bowl XLVI is guaranteed to be no different, with some of the summer's biggest blockbusters already lined up to have spots during the big game. Some of the ads have even hit the Web in the days leading up to the game.
Paramount unveiled both of its ads — for "G.I. Joe: Retaliation" and "The Dictator" — online prior to Sunday's big game. The second preview for "G.I. Joe" shows more of the same over-the-top action that made the first trailer a hit, while the clip from "The Dictator" comes with a special Super Bowl message from star Sacha Baron Cohen in character.
Super Bowl trailer for "The Hunger Games" early on Thursday (February 2) when Yahoo! posted the full-length video featuring new footage from the adaptation of the best-selling novel.
Fans of America's favorite sport will get a realistic glimpse into the lives of America's greatest heroes. "Act of Valor" is a fictional military film that stars real-life Navy SEALS in the roles of the onscreen soldiers. The ultra-realistic military action film will debut a new preview at some point during the game.
On top of all the film previews set for the Super Bowl's commercial breaks, a good number of other ads use some of the movies' most iconic characters to spice up their products. Volkswagen will continue their use of "Star Wars" characters in their car commercials, with two new spots featuring music and characters from the films.
Additionally, Honda's ad featuring Matthew Broderick in a Ferris Bueller-inspired day off from acting found a lot of traction online when a 10-second teaser and eventually the entire commercial hit the Web in advance of game day.
And for all the "Twilight" fans out there, unfortunately, Edward and Bella won't be making an appearance, but an Audi ad takes a lot of inspiration from the film series in its vampire parody ad.
For breaking news, celebrity columns, humor and more — updated around the clock — visit MTVMoviesBlog.com.