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Call this one the Super Bowl of sleaze

WashPost: NFL should move game to Playboy Channel
JACKSON TIMBERLAKE
Entertainer Janet Jackson, left, covers her breast after her outfit came undone during the half time performance with Justin Timberlake at Super Bowl XXXVIII between the Carolina Panthers and New England Patriots in Houston, Sunday Feb. 1, 2004. (AP Photo/David Phillip)David Phillip / AP
/ Source: a href="http://www.washingtonpost.com/wp-srv/front.htm" linktype="External" resizable="true" status="true" scrollbars="true">The Washington Post</a

Viewers who tuned in expecting a big-time football game saw the Super Bowl of Sleaze instead. Sexy and violent commercials that included jokes about flatulence and bestiality mercilessly interrupted the CBS telecast of Super Bowl XXXVIII from Houston last night, making it a dubious choice for family viewing.

But it was the unexpected climax of the MTV-produced halftime show that shocked viewers and set the CBS switchboard ablaze. As a musical number ended, out popped one of Janet Jackson's breasts. Fellow performer Justin Timberlake clearly exposed it to the crowd in Reliant Stadium and to the audience of millions watching at home by reaching over and  yanking off part of her costume.

Jackson, her nipple covered by a piece of costume jewelry, has not been shy about revealing herself in public appearances and magazine photographs, but bare breasts are not commonly considered acceptable fare on broadcast network television, especially early in the evening during what used to be called the "family hour." CBS rushed out an apology, but there were reports that MTV had hinted during its afternoon programming that Jackson's appearance would be one for the record books. MTV and CBS are both owned by media conglomerate Viacom.

"CBS deeply regrets the incident that occurred during the Super Bowl halftime show," the statement said. "We attended all rehearsals throughout the week and there was no indication that any such thing would happen. The moment did not conform to CBS broadcast standards, and we would like to apologize to anyone who was offended."

A trio of witless commentators failed to make reference to the Jackson incident, but when the second half of the game was delayed by someone dancing around nearly naked on the field, the announcers joked in the booth about the "raw, naked football" certain to be just ahead. CBS cameras that had earlier shown Jackson's exposed breast avoided the streaker, and the director clung instead to a static shot of a man at the game. The incident wasn't fully explained to viewers, but finally an announcer said, "Well, the midfield disturbance has been dispensed with," apparently by a squad of security personnel.

An exciting game -- by Super Bowl standards -- between the New England Patriots and the Carolina Panthers was upstaged not only by its halftime show but also by the "edgy" and often crude humor of the commercials. Over the years -- partly because of the huge expense involved -- Super Bowl commercials have become widely ballyhooed events in themselves, and this year some sponsors, paying up to $2.9 million for a 30-second spot, went the smut route in order to stand out in the crowd.

Early in the evening, a supposedly hilarious beer commercial featured a dog that was trained to bite men in the crotch and hold on. The man being bitten moaned and grimaced in pain and finally surrendered his can of Bud Light.

As it happened, Bud Light set the standards for tastelessness and self-congratulatory humor. A later commercial, stealing a joke from a classic episode of the sitcom "Seinfeld," involved a flatulent horse. The animal, tied to a carriage, emitted an outburst from beneath its tail that caused a candle to burst into flame and burn the hair of the woman holding it. A loud sound effect made it clear that the horse was suffering digestive distress.

Many of the other Super Bowl commercials seemed conspicuously inappropriate for an event that is a national rite and the kind of rare TV attraction that brings families together in front of the set. CBS chose to air a spot advertising the upcoming horror movie "Van Helsing" even though it contained extremely disturbing and graphic images of brutality and gore and despite the fact that it has yet to be rated by the Motion Picture Association of America. If the film were eventually to be rated NC-17, it would be contrary to network policy to carry any commercials for it.

Based on excerpts shown, "Van Helsing" will earn an R, or Restricted, rating, meaning the film is considered suitable for those under 17 only if they are accompanied by a parent or other adult. The ad was wall-to-wall with monsters baring fangs and implied horrific violence.

The negative vibes given off by so many off-color or violent commercials put a soggy cloud over what was supposed to be an evening of wholesome fun. Some of the spots were funny; Jessica Simpson and the Muppets had a high time in their commercial for Pizza Hut, and Homer Simpson starred in a funny spot.

But the ghastly output from Bud Light included a commercial in which a chimpanzee talked to a beautiful girl as they sat together on a couch while she waited for her date to return from the kitchen. The monkey made a pass at the girl and asked, "So, how do you feel about back hair?" There was also an excess of commercials for drugs designed to help men suffering from erectile dysfunction.

Maybe the Super Bowl will have to move from the broadcast networks to the Playboy Channel if its commercials are going to be so dirty that they embarrass parents watching with their kids.