Posted under mtv
By Eric Ditzian
When it comes to pure shock value, David Letterman and Jay Leno’s Super Bowl get-together beat out even Peyton Manning’s championship-blowing fourth quarter interception. The 15-second commercial — in which Dave complained about his lame Super Bowl party, Jay admitted he was the reason why and Oprah Winfrey hoped everyone could just get along — became the only spot people were still talking about by game’s end.
“I think everybody wanted to do it just because they all knew it would get attention and they all just wanted to do something funny,” “Late Show” exec producer Rob Burnett told the New York Times about shooting the commercial.
No doubt it was a PR victory for both hosts, but one not without its share of frustrations for those who have followed the late night wars of 2010. Letterman has spent the last few weeks mercilessly going after Leno with the type of venomous barbs that can only result from decades of bottled-up disdain. Conan O’Brien’s studio is still warm with the energy of his “Free Bird”-assisted finale and Letterman, with his Super Bowl spot, declares the late night beef over. To which I want to say: Too soon! I thought we were all still on Team Coco?
Of course, that’s taking the whole thing far too seriously. The commercial is an example of the comedian’s code: All’s fair in love, war and the ceaseless desire to say funny things that make people laugh. If you have an opportunity to get giggles — and to attract eyeballs in the process — you better damn well take it.
Which brings us to Leno, whose first TV appearance with Oprah didn’t accomplish the image rehabilitation he so desperately needs as he wraps up his primetime show this week and looks to re-launch “The Tonight Show.” And so the commercial had more than a whiff of desperation about it.
But again, that’s taking a 15-second promotion far too seriously. Though Leno hasn’t been at his joke-telling finest these past weeks, he’s at heart a comedian willing to do anything for a laugh. And if that laugh also helps foster a positive association about Leno in viewers’ mind, then that’s a double win for a guy on a serious losing streak.
Then there’s Conan. Would it not have been brilliant if, during the Super Bowl spot, the camera had paned out even further to reveal the displaced “Tonight Show” host also hanging out. Either Conan was busy, was never asked, or had no interest in taking part. But his absence had me thinking fondly back to last year’s big game. In a Bud Light commercial that channeled the classic “Sprockets” bit from “SNL,” Conan donned bunny ears, crawled across a white fur rug and ended up with perhaps the Bowl’s funniest commercial. Coco, we miss you, buddy. Come back to us soon!