For this week’s guest blogger, we have the
pleasure of introducing Candace Kuss, an
American expat who’s been living in London for more than six
years.
With Super Bowl season upon us, Candace
shares with
Expat Explorer readers, the incurable homesickness of missing
Super Bowl Sunday.
Missing the Super Bowl
Missing friends and family during the
holidays is a common expat experience. But for Americans like me, incurable
homesickness attacks hardest during our biggest unofficial holiday
—
Super Bowl Sunday.
It is the only day that can’t be truly celebrated
on foreign soil.
London is lovely at Christmas time. Halloween is growing in
popularity. Thanksgiving is all about English expats (aka
Pilgrims). And it
is cheeky good fun to have British friends over to toast and roast on the
Fourth of July.
But living in a country where
football means soccer, it is impossible to translate what the Super Bowl
experience is all about. The BBC, with kind condescension, will
broadcast the game, but not the commercials, even though they will be analysed as
seriously and as deeply as the game itself. Indeed, it is the Super Bowl which
has single-handedly kept the glamour of TV advertising alive, even as social
media soaks up all the oxygen and marketing spend keeps
moving online.
It is this carnival surrounding the
spotlight stealing ad sideshow that make Super Bowl Sunday a holiday for all
American. The fight to entertain us during the commercial breaks can make even
a dull game fun. You don’t have to be a football fan to join the party. Families
all over America stock up on beer, chips, dips, ribs and red velvet cupcakes
with their team’s logo. There’s a reason Doritos and Budweiser are the brands that
go large for the game. For the last five years, Doritos’ mega
‘Crash the Super Bowl’ contest has consumers creating their own Doritos
commercial for a chance to win a million dollars and the fame of having their
ad shown in the game. And my personal favourite, the
Budweiser Clydesdales, is an American icon in their own right.
The pain of a loyal Patriot on the sidelines
Before I was an expat in London, I emigrated
from Long Island, New York to Boston, Massachusetts. Thrown into a sports
obsessed city, I went over to the other side and swore allegiance to the
Celtics,
Red Sox and the
Patriots - all bitter rivals with the teams from New York. So
imagine my joy, not to mention that of the network executives, to be gifted
with this year’s
rematch of the New York Giants vs the New England Patriots.
Historic teams from huge media markets. MVP quarterback (
Tom Brady) with a super model wife vs MVP quarterback (
Eli Manning) from a legendary football family and Madonna at halftime. Oh my! The
coverage is insane. This year, NBC Sports Network will air
more than 18 hours of live programming ahead of the game. It’s like the entire hoopla of an
Olympics squeezed into one day.
But sadly, I will miss the parties, the mass
quantities of food, the electricity of the whole country coming together in
celebration. As I struggle to stay awake in GMT, tweeting and texting friends, I
will vow to be there in person this time next year. Let’s go Pats!
About the author
Candace Kuss is an American in London. Voting
address is beautiful Sonoma California but her sport homebase is Boston. When
not watching sport highlight clips online, she runs the
Interactive Lab for H+K. Please
say hi on Twitter, check
out the
work blog and, if you are inclined, root for her team, the
New England Patriots to crush the Giants on Super Bowl Sunday.