The Super Bowl is not just a highly anticipated football game; it has become a cultural phenomenon where advertisers compete fiercely for viewer attention. Each year, millions of fans tune in not only for the thrilling plays but also for the creative and often outrageous commercials that accompany the event. This unique platform gives brands a chance to showcase their products in innovative ways, leading to memorable moments that can either captivate or alienate the audience.
As the stakes get higher, some companies push the boundaries of what is acceptable in advertising. From poignant messages that tug at the heartstrings to humorous takes that can sometimes miss the mark, the spectrum is vast. However, a few advertisements have crossed the line into controversial territory, sparking outrage and heated debates on social media.
In this article, we will explore some of the most controversial Super Bowl ads that have left a lasting impression on viewers. We'll delve into the reasons behind their backlash and how they have reshaped advertising strategies in the years that followed. So, buckle up as we take a look at the ads that made headlines for all the wrong reasons!
Table of Contents
- Nationwide’s “Boy” Commercial
- Carl’s Jr “All-Natural” Commercial
- General Motors’ “Robot Suicide” Commercial
- PETA’s “Last Longer” Commercial
- Snickers “Kiss” Commercial
- Groupon “Tibet” Commercial
- Tim Tebow’s “Focus on the Family” Commercial
- 84 Lumber’s “The Journey Begins” Commercial
- GoDaddy 2015 Commercial
- Coinbase QR Code Commercial
Nationwide’s “Boy” Commercial
In 2015, Nationwide Insurance aired its infamous “Boy” commercial during Super Bowl XLIX. The ad features a young boy discussing the milestones he will never achieve, revealing that he died in an accident. This poignant message aimed to raise awareness about preventable childhood injuries but was met with a wave of criticism for its dark tone during a light-hearted event.
As viewers watched the ad, many felt it was inappropriate for the Super Bowl atmosphere, leading to a backlash on social media. People expressed their discontent, arguing that football fans tuning in for entertainment should not be confronted with such a grim message. Nationwide faced considerable public relations fallout, prompting them to rethink their advertising strategies in future campaigns.
Carl’s Jr “All-Natural” Commercial
Another controversial ad that sparked outrage in 2015 was from Carl’s Jr, promoting their “All-Natural” burger. The ad features model Charlotte McKinney, who is shown in revealing clothing while consuming the burger. Critics condemned the advertisement for objectifying women, arguing that it trivialized female empowerment.
Many viewers took to social media to voice their concerns, declaring that the ad set back the feminist movement by decades. The backlash led to discussions about the portrayal of women in advertising and urged brands to consider their messaging carefully, especially in a competitive advertising space like the Super Bowl.
General Motors’ “Robot Suicide” Commercial
General Motors faced intense scrutiny in 2007 for airing a commercial featuring a line robot that commits suicide after being fired. Intended to showcase GM’s commitment to quality, the advertisement backfired spectacularly, drawing criticism from mental health advocates.
The American Foundation for Suicide Prevention condemned the ad for its insensitivity, arguing that it trivialized a serious issue. In response to the overwhelming backlash, GM quickly pulled the ad, highlighting the importance of sensitive messaging in advertising, especially during a high-stakes event like the Super Bowl.
PETA’s “Last Longer” Commercial
PETA has a history of provocative advertisements, and their “Last Longer” commercial aired during the 2016 Super Bowl is no exception. The ad featured two couples, one vegan and one meat-eating, engaging in sexual activity, implying that vegans have better endurance. The sexual undertones and explicit content led to widespread condemnation.
Many deemed the ad overly explicit, with some advertising executives stating that it was inappropriate for television. Ultimately, the commercial was banned from airing, underscoring the fine line advertisers must walk between being edgy and crossing the line into offensive territory.
Snickers “Kiss” Commercial
The Snickers commercial that aired in 2007 featured two men accidentally kissing, leading to a humorous yet controversial reaction. The ad faced backlash for being homophobic, with critics arguing that it perpetuated stereotypes and contributed to anti-gay sentiment.
The Human Rights Campaign and other advocacy groups condemned the ad, stating that it fueled bullying against LGBTQ+ individuals. In the wake of the criticism, Snickers withdrew the ad, prompting a broader conversation about representation and sensitivity in advertising.
Groupon “Tibet” Commercial
In 2011, Groupon's ad featuring Timothy Hutton drew ire for trivializing the Tibetan crisis while promoting online coupons. The ad suggested that despite the cultural struggles, people could still enjoy a good fish curry. Critics labeled it as insensitive and tone-deaf, leading to significant backlash.
This controversy highlighted the need for brands to approach sensitive topics with care, ensuring their messaging is thoughtful rather than exploitative. The backlash forced Groupon to reconsider their advertising approach, especially when dealing with serious global issues.
Tim Tebow’s “Focus on the Family” Commercial
Tim Tebow's 2010 commercial, backed by Focus on the Family, sparked heated debates due to its pro-life message. It depicted Tebow's mother discussing her decision not to have an abortion, suggesting that Tebow's football success hinged on that choice. Many women’s rights groups criticized the ad for its implications.
Despite the outcry, CBS deemed the ad appropriate for air, raising questions about the boundaries of advertising in politically charged contexts. The advertisement became a symbol of the ongoing debate surrounding reproductive rights and the influence of faith in public discourse.
84 Lumber’s “The Journey Begins” Commercial
84 Lumber's 2017 Super Bowl ad depicted a mother and daughter’s journey to the U.S. as they faced a border wall. Due to its controversial subject matter, Fox opted to air a shortened version that omitted the wall. The ad sparked discussions about immigration and representation in media.
This advertisement compelled viewers to reflect on current immigration policies and the personal stories behind them. The backlash highlighted the fine line brands must tread when addressing sensitive social issues in advertising.
GoDaddy 2015 Commercial
GoDaddy is known for its controversial ads, and its 2015 entry featured a puppy that falls off a truck and is later sold. The ad was met with outrage from animal lovers and sparked a petition that garnered over 42,000 signatures. The backlash led GoDaddy to pull the ad and present a more palatable version for the Super Bowl.
This incident emphasized the importance of understanding audience sensitivities. It also encouraged brands to rethink how they present humor, especially when it involves animals or potentially harmful scenarios.
Coinbase QR Code Commercial
In 2022, Coinbase aired a unique ad featuring a moving QR code on a black screen. While it wasn't controversial in a traditional sense, viewers found it incredibly annoying, dubbing it the most irritating commercial of that year’s Super Bowl. This led to discussions about engagement and viewer retention in advertising.
Coinbase's approach highlighted the evolving landscape of advertising where simplicity can sometimes backfire. The ad served as a reminder that innovative ideas must still resonate positively with the audience to be effective.
