“That is the millennium of Aftermath.” When Dr. Dre rapped that line on “Forgot About Dre,” from his 1999 album “2001,” he was referring to his file label. However from the vantage level of the 2022 Super Bowl, the place he headlined the halftime show, it was additionally a reasonably correct forward-looking assertion.
The massive sport, its spectacles, its advertisements and its trappings all shared a way of trying backward — a nostalgia-saturated angle that we have been residing within the aftermath of the very best occasions, and that it was extra comforting to look to the previous than to the longer term.
This isn’t a knock on Dr. Dre, or the incendiary legends-of-hip-hop show he placed on. For the sport to lastly heart America’s largest music style in entrance of America’s largest viewers was overdue and thrilling.
However the calendar doesn’t lie. The Tremendous Bowl, as a rule, discovers music when that music’s viewers discovers high-fiber diets, and the value of admission was understanding that this revolutionary soundtrack was now dad’s treadmill workout playlist. Snoop Dogg commanded the midfield stage, cool and resplendent in a blue bandanna tracksuit; that afternoon he had hosted the Puppy Bowl with Martha Stewart.
Keep in mind-when was all over the place at Tremendous Bowl LVI, an occasion that counts off the ceaseless march of time in its very title. It was even on the sphere, the place the Los Angeles Rams gained the championship sporting “modern throwback” uniforms, a well-liked approach for the N.F.L. to hark again to its glory days. (Soccer itself is a cultural throwback, actually, its TV broadcasts being the final vestige of the mass-media period when People nonetheless watched the identical TV reveals on the identical time.)
Most years, the host TV community makes use of the most important present of the 12 months to advertise considered one of its flagship applications. This 12 months, NBC spotlighted “Bel-Air,” the brand new teen drama on its streaming sibling Peacock, impressed by the ’90s sitcom “The Recent Prince of Bel-Air.”
By itself, “Bel-Air,” within the three episodes that premiered Sunday, is a superbly serviceable rendition of the outsider-comes-to-Richville cleaning soap theme (“The O.C.,” “Our Form of Individuals”). However it might be fully unremarkable if not for the references to its supply materials and its well-known theme track, which stand out like Will Smith’s Day-Glo fashions from the unique.
The brand new Will (Jabari Banks) is certainly from West Philadelphia — “born and raised,” he makes some extent of claiming within the pilot, which additionally features a cab sporting cube from its mirror, in addition to a few guys, as much as no good, making hassle in Will’s outdated neighborhood.
There are some genuinely fascinating reinventions within the new model, notably the character of cousin Carlton (Olly Sholotan), right here imagined as a toddler of Black wealth stricken by his dad and mom’ expectations and the stress of holding his social place at his (largely white) personal college.
However any makes an attempt to tell apart the brand new sequence are drowned out by reminders of the outdated one. And in an period bloated with TV reboots and revivals, the reminders are the purpose — as underlined by the promos through which Smith reprises the theme song with a solid of worldwide followers.
The previous was all over the place within the Tremendous Bowl advertisements. Essentially the most attention-getting spot of the night time was an almost shot-for-shot remake of the opening credit of one other turn-of-the-century icon that, like Dre, represented for gangsters all the world over: “The Sopranos.”
This model, directed by the “Sopranos” creator David Chase, starred Jamie-Lynn Sigler, who performed the Mafia daughter Meadow Soprano, and the brand new electrical Chevrolet Silverado. Tony Soprano’s cigar was changed by a lollipop; the World Commerce Middle towers by One World Commerce; the high-voltage cost of James Gandolfini’s harmful swagger by an electric-vehicle charging station.
It was a curious tribute to a sequence that after instructed us, via Tony, that “‘Keep in mind when’ is the bottom type of dialog.” However “keep in mind when” can also be massive enterprise, in leisure — final 12 months gave us a “Sopranos” prequel film — and in promoting.
The job of Tremendous Bowl advertisements has at all times been to discover a cultural lingua franca, the vein of comedy or emotion that may communicate equally to younger and outdated, city and rural, inside a huge TV viewers. Thus we’ve met a menagerie of speaking animals, grow to be accustomed to the Budweiser Clydesdales and heard from a number of celeb endorsers.
More and more, our solely widespread floor is up to now. The current second is just too polarizing — see Eminem’s recalling N.F.L. racism protests by taking a knee. Or it’s too fragmented, divided amongst area of interest stars and area of interest pursuits.
Thus we received Mike Myers reprising the “Austin Powers” function of Dr. Evil for Common Motors, whereas Jim Carrey resurrected his “Cable Man” character for Verizon. Thus Anna Kendrick used retro Barbie and He-Man figures to clarify home-buying in a Saturday morning children’ advert parody for Rocket Houses and Rocket Mortgage.
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As soon as, advert campaigns may unite an viewers not simply by returning to the previous however by promising a glittering future. However now the longer term is complicated — see all of the advertisements for cryptocurrency — or scary. Samuel Adams beer tried to show these viral Boston Dynamics robots into get together animals slightly than foot troopers from a “Black Mirror” episode. And implicit within the sport’s many electrical automotive advertisements was the specter of local weather disaster. (The current’s not so superior both, as represented by a dystopian advert for the Cue house Covid take a look at.)
Which may be why Meta, in the most unintentionally disturbing ad of the night time, supplied the metaverse of tomorrow as a approach of reclaiming a vanished previous, with the type of pitch-dark melancholy often reserved for the weepiest Pixar films.
An animatronic canine finds itself on the junk heap after the Chuck E. Cheese-like restaurant the place it carried out goes out of enterprise. Saved from the trash compactor, it’s placed on show at an area heart, the place somebody slides a set of virtual-reality goggles onto its head. Contained in the metaverse, its decrepit physique is reborn. There’s the outdated restaurant, and its animal bandmates, and an viewers! Alone at the hours of darkness foyer, the canine jams and howls with delight. Any individual needs it once more, if solely in its head.
That is the longer term we will all look ahead to, the advert says: turning into outmoded and discarded, damaged in a damaged world. However Meta might be a digital palliative, a cyber-hospice, a psychological escape to a time if you understood the world and felt cherished. It’s miserable, but it surely rings true. In spite of everything, Fb, whence Meta sprang, each destabilized the society of the current and functioned as a type of everlasting picture album and 24/7 class reunion.
Even the soundtrack is completely backward-looking. The advert ends to the swell of the Easy Minds hit “Don’t You (Overlook About Me),” a nostalgia artifact itself, endlessly related to the Gen X touchstone “The Breakfast Membership.”
In my day — after I noticed the film in a theater, shopping for my ticket with a nickel that had a bumblebee on it — the track voiced the eagerness and hope of John Hughes’s teen-misfit characters on the verge of maturity. In 2022, with these characters, like me, now within the goal demographic for the Tremendous Bowl’s nonstop appeals to yesteryear, “Don’t you neglect” sounds much more like a command.
https://www.nytimes.com/2022/02/14/arts/tv/super-bowl-nostalgia.html On the Tremendous Bowl, Nostalgia’s the Solely Recreation