There is a point that crosses the line from humor to insult — and two commercials, one for Doritos and one for Budweiser, did it big time Super Bowl Sunday.

By now, the only thing left of the Super Bowl in most homes is the trash can full of bottles and chips wrappers. But one in the many memorable Super Bowl moments will not be forgotten here.

As someone who has created award-winning TV ads and follows today’s changes in ad techniques, one reason I watch the “Bowl” is for the commercials. They’re real winners in creativity. But this year someone dropped the ball — in more ways than one.

Yes, I enjoyed the “light-hearted” tone in most of these commercials. But there is a point that crosses the line from humor to insult — and two commercials did it big time Super Bowl Sunday. As a result, I, for one, will never eat another Dorito, and while on occasion I enjoy a cool beer on a summer day, I will never touch a “Bud.” Why? Because they crossed the line Super Bowl Sunday.

With my family I was beginning to enjoy this year’s biggest TV event when the Doritos commercial came on. It showed a man in a closed casket that was filled with Doritos and he’s happily munching, covered with them. Worse, the casket sat in the place of honor in a church. None of us could believe our eyes. No funeral is a joke ... and I promised never to touch another Dorito.

The second offensive commercial was even worse, if possible.

The spot shows a group of people who are so desperate for a beer, they take a Bud beer truck and drive it over human beings who made a bridge for it. I’ve been told for years that I inherited Papa’s ready sense of humor, and I’ve laughed my way through some major troubles, but I don’t see anything funny about running people over with a beer truck. Others agreed — one male friend was offended with men and women running near naked across the ball field.

The line between humor and insult is very thin — witness the trouble many great comedians get into on late shows. But the advertiser has to be especially concerned about that line, because it can mean a big loss of business.

And when advertisers paid $2.5 million to $3 million for 30 seconds, plus the big bucks it cost to produce the spot, we’re talking major disaster if you screw up the message. Add to that the number of people worldwide who watched Super Bowl (Nielson reports 106.5 million people watched) and the damage can be inestimable. I bet I’m not alone in my reaction to those two spots. Worse, if ordinary folks here in the U.S. who tolerate a lot on TV were insulted with these two commercials, what did the good people in Europe, France and Japan think?

I devoted many years of my professional work and volunteer time to promote the good that advertising does — both for the advertiser and for the consumer. We owe a lot of good stuff in our life and society to good advertising. But advertising that insults and makes fun of our life values yet expects me to buy its product is more than an insult, it’s a leech on the trade-on more proof both creative, cultural and moral standards have sunk to a new low.

Jean Nero writes for The Repository in Canton, Ohio.