So far I've watched almost all of the commercials aired during the 2008 Superbowl. I've come to conclusion the main theme this year was to present a dystopia-like situation in exaggeration of the current situation in the United States. Ads such as FedEx and Under Armor are clear examples of a dystopia where the people of society have come to fight against.
Many commercials also played on a theme of making connections with older movies that the target market (middle aged, beer enthused men) would be familiar with.
My favorite ad would have to be the FedEx with the courier pigeons. The concept is fun, and the visuals are very believable, for example the giant pigeons are destroying the downtown of a major city. The humour of the experience they are trying to sell, in my opinion is brilliant.
Watch it here -> http://youtube.com/watch?v=h9ZKrgWIYGo
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