WASHINGTON, DC, February 4, 2013 - I watched the Super Bowl last night at my neighbor’s home at a party that included several kids of varying ages, including several boys ranging from ages 11 and up. Overall, the watch party was a pretty fun experience. There were several families there with siblings and even father and son pairs rooting for opposing teams. It made the celebration and game watching that much more exciting.
Normally, I look forward to watching the Super Bowl commercials, especially the humorous ones meant to make us chuckle and provide comic relief during those intense bowl games. Indeed, the commercials add to the entertainment value of the Super Bowl watch party experience. By now, in Super Bowl history, the commercials may have even eclipsed the usually over-hyped half-time performance and shows. Traditionally, audiences are teased and egged to look forward to show-stopping, jaw-dropping headliners to wow us during the half-time break.
However, as many parents realize, both the half time shows and the ads have become more and more Rated R and PG13 and not necessarily suitable for young kids to watch. It was this way long before “boob-gate” when Janet Jackson had a “wardrobe malfunction” and supposedly accidentally revealed her pasty-covered breast after show co-star singer Justin Timberlake ripped off her top to the lyric, “Ima have you naked by the end of this song.”
The hypersexualized Super Bowl has been evolving, and last night was no different. From highly sexualized perfume ads to flesh-filled car commercials to audible sloppy wet kisses, the caliber of commercials ranged in quality but maintained a steady flow of sensuality and provocativeness.
The excitement of the 11, 12 and 13 year old boys over seeing Beyonce made me uncomfortable, to say the least. They hoot and hollered with exceptional excitement at every finger bite, pelvic thrust, floor writhing, and hair whip. It was quite awkward with my 10-year old sitting closely by. I wanted to perish the thought that my boy was even at the stage of his peers and having similar lustful thoughts about a woman three times their age.
“Jay Z is a lucky man,” one kid said out loud about the business man, rapper and mogul who has been married to the pop star for 5 years and shares a daughter, Blue Ivy, with him.
I don’t want to complain about the chiseled Adonis of a model featured in the Calvin Klein Concept underwear commercial, but to be fair, should point out the obvious that it too was an unabashed and explicit dishing up of sexy man candy in his underwear. That also could be a bit much for younger girls, and boys if we are to be PC and honest about it.
In short, the point could just be that the Super Bowl has long since abandoned its roots as the all around family event focused on football for something at least suggestive if not flat out sexual. Parents need to be cautioned and prepared to either skip the ads and half time show to watch later when their children are not around or just let it flow, but be prepared for all the questions that may come later. Both are unsavory options, but choices that must be made.
The only other alternative is to watch the Animal Planet’s Puppy Bowl instead. Hey, there’s an idea!
Below are the top 6 raciest ads shown last night:
1. Perfect Match – Go Daddy Bar Refaeli’s Big Kiss!
2. Concept - Calvin Klen
3. Model Kate Upton washes a car in slow motion -Mercedes Benz CLA
4. Topless - Fiat 500 Abarth
5. Megan Fox in Bath - Motorola
6. Prom - Audi
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