How much Thrilliciousness can we handle?

Overheard on Madison Avenue sometime in mid to late 2007...

"Hey! What should we do for the new Sobe LifeWater TV commercial? We have time on the Super Bowl. Let's make a big splash!"

"Hmm...what if we got a supermodel who isn't all that super any more and has no dancing ability to dance with some animated lizards with blinged out teeth?"

"Cool! But we'd need a famous piece of music that would be prohibitively expensive for any other ad at any other time, but we could justify buying it for 5 or 10 million because waters are the new sodas and this is Pepsi's big bet."

"Awesome! As long as the commercial has no real strategic foundation whatsoever."

"Wouldn't have it any other way! Let's do it."

And the rest is history.



Regularly chastised, sure. Lacking a strategic backbone, absolutely.

BUT...it was a cultural phenomenon. Over 5 million viewings on Youtube, youbetcha. The most viewed Super Bowl spot of '08. Inspired a series of wonderfully goofy claymated thrilliciousness. Like this.



Times Square video billboard blizzards, plush toys, the list goes on.

I hated the spots. But while I can present a pretty decent argument about Ms. Campbell's lack of talent on the dance floor, I can't argue with the spot's infectiousness.

So what do you do for an encore?

Early reports have NFL players Justin Tuck, Matt Light, and Ray Lewis taking Naomi Campbell's place as the lizards' new dance partners for this year's super bowl. I'm sure it'll be even less strategic and even more expensive. What moves will those krazy lizards pull off this year?

I lay awake just thinking about what funny gag they'll do with their teeth!