Boomers Helped Make Super Bowl Commercials Super

This week Super Bowl LI (51) was played. If the final tally of viewership turns out to be anything like the last three years, more than 110 million people tuned in to watch the Big Game, the commercials and the halftime show.

Here are some fun facts for you:
• Super Bowl Sunday is the second biggest food consumption day in the US — only Thanksgiving tops it
• The game wasn’t televised before a true national audience until 1972; before then, the telecast was blacked out in the participating teams’ home cities
• The cost of airtime for a 30-second commercial during the Super Bowl I in 1966 cost $37,500; this year it will top $5 million for the same 30 seconds

Speaking of commercials, Mister Boomer has previously delved into the boomer-era history of the Super Bowl (Boomers Got Super-Sized), but have you ever wondered how the TV commercials got to be an attraction in and of themselves?

Most sports historians point to Super Bowl III as the turning point. That game, played in January of 1969, pitted the New York Jets against the heavily-favored Baltimore Colts. A brash young quarterback, Joe Namath, guaranteed a win for the Jets. He was derided and ridiculed for his cockiness, but his prediction held true, with the Jets posting a 16-7 victory over the Colts. Interest in the game skyrocketed and viewers loved every minute of it, especially boomers. Namath became something of a folk hero among young boomers for his off-field antics, which earned him the nickname “Broadway Joe,” as well as his on-field play.

Namath’s celebrity status landed him a commercial for Noxema Shave Cream that aired during the 1973 Super Bowl. In it, Namath says, “I’m about to get creamed,” as a young Farah Fawcett covers his chin with the shave cream. It was quite a sensation, causing a sharp increase in sales for Noxema, and opening the door for memorable commercials in years to come.

In the years that followed, the country’s top businesses — including General Motors, Coke, Pepsi, Budweiser, IBM, Xerox and a host of others — spent increasing amounts of money producing commercials that, in many cases, were intended to run only once. Viewership of the game steadily increased, as did the cost of the commercial airtime. Nonetheless, it took until Super Bowl XXIX (29) in 1995 before the cost of a 30-second spot topped $1 million. Of course, the entire reason for advertising during a Super Bowl is the size of the viewer audience. Two years ago during Super Bowl XLIX (49), an all-time high was reached with more than 115 million viewers.

For marketers, the game is truly a dream come true because it reaches every demographic from Baby Boomers right through the current generation, and many boomers will tell you they have watched them all. In addition, the number of women watching the game — and the commercials — has risen to just under half the total viewers at this point.

Some commercials were more memorable than others, and boomers all have their favorites. Here are a few of what most boomers regard as truly memorable:
1977 — A monks uses a Xerox copy machine to make manuscript copies with the tagline, “It’s a miracle.”

1979 — Mean Joe Greene, defensive tackle for the Pittsburgh Steelers starred in this one-minute spot for Coca-Cola. As Greene limps back down the tunnel to the locker room after an injury, a young boy (Tommy Okun, age 9) calls to him and tells him he thinks he is the best. Mean Joe doesn’t respond, and the boy hands him his Coke, which he downs in its entirety. As the kid turns and says, “See ya around,” Greene calls out to him, “Hey kid, catch!” tossing his game jersey to him. In 2011, Advertising Age voted it the number one Super Bowl commercial of all time.
1984 — Apple introduced the Macintosh computer with a memorable 1984-themed ad. In a play on the year and the George Orwell novel, the narrator announced, “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.”
1986 — The Budweiser Clydesdales made their Super Bowl commercial debut trotting through a snowy landscape. The iconic horses have since reappeared in numerous years.

There have been many more memorable commercials since then, but for boomers, the early days will always be the best. Mister Boomer sides with those who think the Apple Macintosh commercial was the best ever. The direction by Ridley Scott, dystopian theme and boomer-like revolutionary spirit propels that one to the top of his list.

What is your favorite Super Bowl commercial from our boomer heyday?

Boomer Icons Who Passed On in 2016

2016 was a tough year for boomers. We lost a massive number of historical and cultural giants that helped shaped our boomer years. Here are just some of this illustrious group:

Leonard White – January 2
As a television producer, Mr. White brought boomers the now-classic TV spy series, The Avengers.

Robert Balser – January 5
His name was hardly a boomer household word, yet boomers know his work. Balser was an animator who co-directed Yellow Submarine (along with Jack Stokes, who died in 2013). He also worked on the cartoon series Jackson5 and the animated movie Heavy Metal.

David Bowie – January 10
A colossus among boomer-era rock musicians, Bowie was ever inventing and showing us another side of his collection of talents, from singing to song writing, acting to producing, ever the supreme showman. Here is what Mister Boomer had to say about one of his recordings: “Wild Is the Wind”: A Boomer Story.

Glenn Frey – January 18
Frey, a boomer himself, was the founding member of the Eagles. The band’s southwestern-rock style was present in multiple hits in the 1970s, making them a favorite of many later-era boomers.

Paul Kantner – January 28
In 1965 Marty Balin approached Paul Kantner to join his new band, the Jefferson Airplane. The band, fronted by lead singer Grace Slick, went on to become a symbol of the psychedelic scene in San Francisco during the Summer of Love with the blockbuster boomer hits of Somebody to Love and White Rabbit. Kantner wrote music himself, but the closest he had to a hit was the song Wooden Ships, which he co-wrote with David Crosby and Stephen Stills. After the dissolution of the band, Kantner formed Jefferson Starship. Mister Boomer was not a big fan of Starship, but thoroughly enjoys Airplane to this day including Today, a Kantner-penned song featured on the Surrealistic Pillow album from 1967.

Maurice White – February 3
The co-founder of Earth, Wind & Fire, White was the band’s lead singer. He also co-wrote many of their hits, including September, Sing A Song and Shining Star. In the dark days of disco (in Mister B’s estimation), Mister B would request Earth, Wind & Fire songs from the DJs to avoid having to hear disco music.

Harper Lee – February 19
Boomers will recall Lee as the author of To Kill A Mockingbird, a novel about race and class in the Depression-era South. In 1962 it was made into a motion picture starring Gregory Peck. Many early boomers read the book in school, but most boomers saw the film at some point in their developing years.

Nancy Reagan – March 6
Born Anne Frances Robbins, Nancy Reagan was a film actress before boomers knew her as Ronald Reagan’s wife and America’s First Lady. She was an influential figure in Reagan’s White House, and boomers will recall her role in creating the “Just Say No” anti-drug campaign.

Keith Emerson – March 11; Greg Lake – December 7
Two-thirds of the iconic group, Emerson, Lake and Palmer died this past year. Emerson was the founding member and keyboardist of ELP and before that, the Nice, which also featured a blending of rock, jazz and classical music. Bassist Greg Lake met Emerson while the Nice was touring with King Crimson. Together they formed ELP, and recruited Carl Palmer on drums. Their first record was released in 1970. Mister Boomer was a big fan of music that fused other genres, especially jazz and classical.

Patty Duke – March 29
Boomers will always remember Patty Duke for her Academy-Award winning performance in The Miracle Worker, and, of course, for the television series that bore her name. Read Mister Boomer’s take on the show: Boomers, Now Isn’t That Special (Effects)?

Prince – April 21
Prince Rogers Nelson was himself a Baby Boomer, having been born in 1958. A musician, songwriter and musical innovator, he burst onto the music scene in 1976, influencing countless legions of musicians who followed.

Muhammad Ali – June 3
Boomers first knew him as Cassius Clay, a boxer of immense talent who became the Heavyweight World Champion, but was willing to give it all up by declaring his conscientious objector status for the Draft in 1967. He took the name Muhammad Ali in 1964. Boomers will always remember and respect him for his support of the Civil Rights movement and anti-war stance, aside from his being “the Greatest” in the boxing ring.

Margaret Vinci Heldt – June 10
The world will remember Margaret Vinci Heldt for giving us the Beehive hairdo. Read Mister Boomer’s exploration: Boomers Say a Fond Goodbye to More Icons of the Era

Glenn Yarbrough – August 11
Yarbrough began his musical career as lead singer for the Limeliters (1959-63), but most boomers will always remember his classic hit, Baby the Rain Must Fall, from 1965.

Gene Wilder – August 29
Like most boomers, Mister B first heard of Gene Wilder from his starring roles in Willy Wonka & the Chocolate Factory, Blazing Saddles and two of Mister B’s favorites, Young Frankenstein and The Producers. In the late 1970s and early ’80s, Wilder did a series of films with Richard Pryor that are beloved by later boomers, including Silver Streak and Stir Crazy. He married Gilda Radner, one of the original cast members from Saturday Night Live, in 1984.

Edward Albee – September 16
This American playwright brought us Who’s Afraid of Virginia Woolf, which ultimately became a boomer cultural phenomenon as a film starring Richard Burton and Elizabeth Taylor.

Arnold Palmer – September 25
Considered one of the greatest professional golfers who ever lived, most boomers will recall their fathers sitting in front of the TV on weekends in the 1950s and ’60s, a beer in the hand while watching Arnold Palmer on the PGA circuit. Arnold Palmer also gave us the drink that bears his name, a mix of lemonade and iced tea.

Tom Hayden – October 23
Boomers will recall Hayden as the radical founding member of Students for a Democratic Society (SDS) in the 1960s. Known for his activism in Civil Rights and against the war in Vietnam, he went on to marry Jane Fonda and from 1993 to 200 served in the California state legislature, first as an assemblyman, then as state senator.

Robert Vaughn – November 11
Best known to boomers for his starring role in The Man from U.N.C.L.E., this actor became part of the pop culture landscape.

Florence Henderson – November 24
Ms. Henderson had appeared in numerous movies and TV shows as both an actress and singer during our younger years, but most boomers will always remember her as the mom on The Brady Bunch.

John Glenn – December 8
One of the original seven U.S. astronauts, boomers watched as he became the first American to orbit the Earth (1962). In 1974 he became a U.S. Senator, representing his home state of Ohio, where he served for 24 years. In 1998, at age 77, he became the oldest man to travel to space, going up a second time with the crew of the Space Shuttle Discovery. After John Glenn, Mister B and his teammates on a city league baseball team called themselves The Astronauts.

Henry Heimlich – December 17
If his name sounds familiar, it’s because we boomers were around before Dr. Heimlich came up with the life-saving maneuver that bears his name. Boomers saw the adoption of the method for helping choking victims and the signs posted at every restaurant and government building.

Carrie Fisher – December 27
What else can be said about Carrie Fisher? Boomers knew her for Star Wars, of course, but also as the once-wife of Paul Simon.

There were many others who passed on this past year, of course, who made their mark in the annals of boomer history. We have, as the old saying goes, lived in interesting times.

Which boomer icons will you remember, boomers?