Blockbuster Video has released its own Super Bowl ad during the big game. But the blast from the past video rental store has a bit of a twist compared to other commercials running around American football land.
While some of the young folks out there may only know Blockbuster from its brief but memorable appearance in2019’s excellentCaptain Marvel, those with slightly more seasoned histories will remember the eminent video and game rental establishment as a potent time capsule of the 90s. The company itself, which now only consists of a single store in Bend, Oregon, appears fully willing to play up that nostalgic aspect with a new ad. But those who watched the 2023 Super Bowl are probably wondering why they didn’t see this particular product of its time during the game. Well, that’s because it only ran online.
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The “Last Blockbuster” posted the ad on itsInstagrampage, complete with the fuzzy resolution and muffled audio of an authentically 30-year-old video. The commercial plays up the drama a bit, posing an apocalyptic scenario where the internet has disappeared from the world. But in those dark times, a hero rises, with Blockbuster taking up the task of providing entertainment to the masses. “When the world ends, and the internet streams no more, we’ll still be here,” the narrator dramatically offers as a lone cockroach is seen crawling through a desolate wasteland and ending up at a beacon-like Blockbuster Video.
This is also played for laughs, as the cockroach enters the establishment and gets a casual “hey Steve” from the front employee. The ad endsbacked by some catchy musicover the bold declaration, “renting your favorite films ‘till the bitter end.” Blockbuster played the video on VHS tape in their store, and now they’ll reportedly be offering the tape for rental at $2 a day. Sounds a bit harsh, price-wise. But what’s money when renting a piece of history?
Contrary to the quickcancelation of Netflix’sBlockbustercomedy series, the company itself still holds a special place in the hearts of many. For some, it was the place where they could chill and chat with the employees about the latest releases. For others, it was a regular tradition where their parents would give them the crucial choice of one video game that would have to last them for the whole week. Blockbuster itself seems fully aware of those warm, fuzzy feelings still harbored by fans, and this video is just one indicator of that.
It may be a product of its time through and through, but that isn’t necessarily a reason to fade entirely into obscurity.Blockbuster was even quick to offerMorbiusfor rentalwhen it released, proving that it’s still got some timeliness on its side. Granted, the movie choice alone could have been enough to sink any business endeavor. But they’ve got heart, and that’s what counts.
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