The good news, I suppose, is that he’s not actually playing Ferris Bueller. Still, there’s no question that the two-and-a-half minute Matthew Broderick-fronted, Todd Phillips-directed Honda CR-V Super Bowl ad that we told you about last week is positively loaded with Ferris Bueller’s Day Off references and iconography — more than two dozen of them, according to Honda’s “brand manager” (ugh), Tom Peyton. The ad went online Monday, with the predictable response pattern: snarky rage on Twitter, hand-wringing online, and then the required contrarian “In Defense of…” piece. It’s shaping up to be the big game’s most controversial ad (at least until Sunday, when we get the full-frontal assault of “women are nags” spots, but I digress).
So why do we care so much? It’s no longer a surprise to see pop culture icons shilling for big business; hell, I’m old enough to remember the giant controversy that followed the licensing of a Beatles song for Nike ad. (That uproar seems positively quaint these days, when a commercial deal is a giant coup for musicians of all stripes.) The commotion over Broderick’s Honda ad speaks not to “selling out” in general. It’s about the selling out of this character — and not just because he didn’t condone any “–isms” (including, presumably, capitalism). It’s about our connection with Ferris Bueller, who wasn’t just a protagonist. By taking us into his confidence and guiding us through his world, Bueller made us his co-conspirator.




