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Amidst the festive spirit of St. Patricks Day, the iconic symbol of luck, the clover, reminds us of the rich traditions and celebrations honoring Irish heritage.
Exploring St. Patrick's Day Alternatives in Kansas City
Aydan Stigler and Grace BeshoreMarch 14, 2024

  The annual St. Patrick's Day celebration is just around the corner, and with celebration comes large crowds.    The annual city parade...

Visit the City Market to explore local vendors.
Smart Saving Strategies for a Wallet-Friendly Spring Break
Emily Wheeler, Staff Writer • March 14, 2024

  UMKC students are ready for the upcoming week-long spring break, but are their wallets?   From travel adventures to staycations, spring...

Earth Mother by Sheron Smith
Her Art/Their Art Explores the Female Experience in the 21st Century
Elyse Bredfeldt, Staff Writer • March 12, 2024

  Her Art/Their Art is a collection that aims to answer the question: “What does it mean to identify, live, navigate, or be perceived by society...

Nina Simone: Four Women” playbook.
The KC Rep’s “Nina Simone: Four Women” is both timeless and poignant.
Maisy Blanton, Staff Writer • March 5, 2024

  The Kansas City Repertory Theater (KCRep) recently performed “Nina Simone: Four Women.” The show follows musician Nina Simone as she...

Around 1 million people were estimated to be in attendance at the parade.
One Dead, Several Injured During Chiefs Parade
Zach Gunter and Jazlyn SummersFebruary 14, 2024

Update:   As of 2:30 p.m. Thursday afternoon, the number of those injured at the Union Station shooting after the Chiefs Super Bowl parade...

Opinion: Wimpiness Killed the Super Bowl Star

How an aversion to risk dulled the once-great ad breaks of the Super Bowl
Brenna Oxley
The 2024 Super Bowl had 123.7 million viewers across various platforms.

  As the Super Bowl approached with the promise of an epic showdown, many viewers eagerly anticipated a different battle off the field – the clash of creativity between brands during the commercial breaks.

  The game has worked as a perfect stage to capture the attention of millions with outlandish advertisements.

  However, the once awe-inspiring Super Bowl commercials seem to have lost their luster, leaving audiences yearning for the golden age of television marketing.

  Iconic ads like Apple’s “1984,” Coca-Cola’s polar bears and Mountain Dew’s “Puppy Monkey Baby” not only entertained but also became embedded in the collective consciousness.

  Now, it seems these commercials fall shorter and shorter every year.

  “[The commercials] have just been overhyped,” said junior Lath Hick. “These companies just try way too hard to glorify themselves rather than showcase their products.”

  One can’t help but notice the usual contenders’ shift towards mediocrity, as their creativity that defined a genre appears to be on the decline.

  Recently, the commercial breaks have been forgettable, generic ads that rely on celebrity endorsements to be relevant.

  So, the question becomes, “How did Super Bowl ads become normal ads?”  

  First, the so-called “golden age” of commercials came at a time when the quality of television simply wasn’t that great.

  In the age of cutting-edge cinematography, the most outstanding Super Bowl commercials are, at best, a case of something we’ve seen a million times before on the screen – like the “Agent State Farm” commercial that relies on the all-too-common action movie tropes.

  The second reason, however, is the low-risk tolerance of brands.

  A 30-second ad slot during Super Bowl LVIII costs roughly $7 million, according to the Wall Street Journal.

  Brands don’t want to spend that much money for their commercials to flop. So to mitigate that risk they fall back on what has worked for every other commercial. This leads to trite and oversaturated themes and plots.

  These advertisements also fall short in the younger generation’s eyes simply because they are not made for us.

  This year’s Super Bowl ads showed celebrities who held their peak relevance in the mid-to late-2000s, a time when most of Gen Z was still learning the alphabet and how to tie their shoes.

  As we yearn for a time when Super Bowl commercials were more than just an annoyance during the game, it’s time for advertisers to rediscover the magic and relevance that made their commercials unforgettable.

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