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The decision was made on May 23, 2024.
University of Missouri Board approves 3-5% tuition increase for 2024-2025 academic year
Evelyn Berger, Intern • July 12, 2024

  The University of Missouri board of Curators has approved a 3-5% undergraduate and graduate tuition increase for the 2024-2025 academic year.   ...

Banner and KC skyline at Boulevardia.
Boulevardia 2024: Kansas City's ultimate urban music fest rocks Crown Center
Catie Walker, Staff Writer • June 20, 2024

Kansas City partied last weekend on Grand Boulevard at Crown Center for Boulevardia 2024, KC’s largest urban street music festival. The...

Taking place from June 7-9, the event featured performers, businesses and other organizations.
Kansas City PrideFest: A vibrant celebration of love and acceptance
Catie Walker and Evelyn BergerJune 11, 2024

  Kansas City celebrated the LGBTQ+ community at the 47th annual PrideFest and parade this weekend at Theis Park.    “Pride gives the...

Courtesy of Rosanne Wickman
Remembering G. Fred Wickman: Journalist, Professor and Mentor
Melissa Reeves, Guest Writer • May 16, 2024

On April 27, 2024, former Kansas City Star columnist, UMKC professor and U-News (now called Roo News) advisor G. Fred Wickman passed away after...

Kansas City has a chance to advance to the Summit League Championship for the first time since 2011.
Roos Softball Advances to Championship Semifinal
Zach Gunter, Sports Editor • May 10, 2024

  Kansas City has thrilled viewers in the first three games of the Summit League Softball Championship.   Entering as the third seed,...

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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