A Look at a Super Bowl Ad: Ameriquest's Turbulence

Looking through all of the Super Bowl Ads listed on iFilm, I chose the one that grabbed my attention the most to review on Associated Content. The teaser for this ad touts, "Who ever knew that air travel turbulence could lead to sexy results?" Of course, viewers automatically want to see the answer to that. What are the sexy results?

Granted, the commercial is very funny. To sum it up: A woman has a window seat next to two men, and has to go to the bathroom. She sees that the bathroom is free, and starts to get out of her seat. Her skirt snags just as they hit some turbulence, and she falls into one of the passenger's laps, facing him. Needless to say, she is in a very compromising position. The caption then reads "Don't Judge too quickly. We won't."

What does that mean????

Are viewers to automatically equate the risque and compromising position with how a person might feel when trying to get a mortgage? Are viewers to equate the judging glares from fellow passengers to how they thing a mortgage broker might judge their credit score? Is this supposed to be dissected all within the 30 second commercial by your average Joe Super Bowl viewer? I should think not.

The response that the commercial will get is a guffaw from the viewers. It is only a memorable commercial because it is funny. However, I needed to look back three times for the sake of this review to recall that it was for Ameriquest Mortgage. What does sex on an airplane have to do with getting a mortgage for a home? Not much, I'm afraid.

Ameriquest succeeds in making a funny and memorable commercial. However, the fact that the commercial was for Ameriquest is hard to remember. Plus, the parallels can't be drawn quickly, which is not an effective marketing tool. While funny, this commercial is just too smart for its own good.