He Gets Us Ad: Why the Super Bowl Ad Was a Tough Sell

If you, my American reader, have ever watched The Great British Baking Show, you might have wondered why British contestants who obviously excel at their given talent nevertheless act as though they’re clueless. In America, saying something to the effect of “I’m not good at baking” in a baking competition would be taken seriously as a declaration of incompetence or the beginning of an emotional meltdown. But in Britain, expressions of self-confidence are often interpreted as arrogance, while self-effacement comes off as endearing and down-to-earth.

While both styles of self-presentation have their strengths and weaknesses, it is no coincidence that Americans are, in general, better at selling things (themselves included). They have the stomach for it in a way that British people do not. And it is in this spirit of admiration that I consider the TV ads at this year’s Super Bowl.

About the Author

Madeleine Kearns

Madeleine Kearns is a former staff writer at National Review.

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If you, my American reader, have ever watched The Great British Baking Show, you might have wondered why British contestants who obviously excel at their given talent nevertheless act as though they’re clueless. In America, saying something to the effect of “I’m not good at baking” in a baking competition would be taken seriously as a declaration of incompetence or the beginning of an emotional meltdown. But in Britain, expressions of self-confidence are often interpreted as arrogance, while self-effacement comes off as endearing and down-to-earth.

While both styles of self-presentation have their strengths and weaknesses, it is no coincidence that Americans are, in general, better at selling things (themselves included). They have the stomach for it in a way that British people do not. And it is in this spirit of admiration that I consider the TV ads at this year’s Super Bowl.