3 Most Controversial Super Bowl Ads Ever Made

A Super Bowl is more than just a game of football; it's a cultural thing where brands spend millions to create memorable ads that reach millions. Sometimes, in trying to make a mark, brands tend to overstep boundaries, not always in the best way. Few have caused as much controversy as heated debates, social media outrage, and, in extreme cases, even a boycott. Here's a closer look at three of the most controversial Super Bowl ads ever aired, examining why they generated such an uproar and how they impacted the brands.

1. Nationwide's "Make Safe Happen" (2015)

The Ad

Nationwide, the insurance company produced an embarrassing advertisement in 2015. The ad was carried by a boy who enumerated all the experiences he would never have cycling, marriage, or travelling. It is because he had died in an accident. The message was, however, to encourage child safety and accident prevention. However, the tone and timing during one of the year's most celebratory events didn't sit well with the audience.

Why It Was Controversial

The Super Bowl is typically filled with humour, excitement, and uplifting themes. Nationwide's sombre and morbid message felt jarringly out of place in this context. A lot of folks were unhappy with how the ad tugged at their emotions, with some describing it as "depressing" and not right for the occasion. Social media backlash followed quickly, and many accused Nationwide of exploiting a sensitive issue for shock.

The Impact

While this ad succeeded in terms of the purpose, which is to raise awareness of child safety, the brand received a lot of criticism for poor execution and tone deafness in terms of the ad.

Though Nationwide later defended the ad, stating that its intent was to spark important discussions, the controversy caused a short-term dip in brand sentiment.

2. GoDaddy's "Puppy Sale" (2015)

The Ad

No surprise, GoDaddy was again amidst controversy regarding Super Bowl advertising, this time regarding 2015. This time, the heartwarming story involves a lost puppy making its way home only to discover that the punch line shows that the puppy had been sold through the website services on GoDaddy. This forces anger against animal lovers and animal advocacy groups for trivializing animal cruelty and irresponsible breeding practices.

Why It Was Controversial

Whereas most TV viewers at the Super Bowl watch cute commercials with happy animals, when an appearance of a puppy was made to return to its new happy home, it became a joke for GoDaddy to sell puppies online. This would be considered insulting and tasteless. Social media is full of criticism of animal rights organizations like the SPCA, saying that this company advertises puppy mills.

The Impact

Chastened by the universal backlash, GoDaddy pulled the ad before it aired on the Super Bowl airwaves, a scarce move in the Super Bowl world of television advertising. The controversy dented GoDaddy's reputation, but the extent to which public outrage was able to influence the decision of a major brand is of historic proportions.

3. Pepsi's Controversial Super Bowl Ad with Kendall Jenner (2017)

The Ad

The 2017 "Live for Now" Kendall Jenner's Pepsi ad was an attempt to reap the positives of the social movement that involved almost everybody.  In this dramatic scene, Jenner steps away from a photoshoot to take part in a protest. In an effort to diffuse the situation, Jenner hands a can of Pepsi to a cop, creating the vibe that cola can satisfy both the protesters and the police.

Why It Was Considered the Most Controversial

Within minutes, the ad was heavily criticized for downplaying severe social justice movements, like Black Lives Matter, where a can of Pepsi may solve complex issues. Critics felt that the ad co-opted activism for commercial purposes, lowering protestors' hardships globally. Social media jumped in right away, with a lot of people calling it tone-deaf and completely out of touch.

Impact

Pepsi was hit too hard, and within 24 hours, the company pulled the ad back and apologized for it. The controversy dented not only its reputation but also, most importantly, served as a criticism of Kendall Jenner, who appeared in this ad. However, despite how quickly it emerged, the case remains a significant representation of what happens when brands fail to connect with social causes.

Conclusion: The Fine Line of Controversial Ads

Controversial Super Bowl ads are a double-edged sword, as these examples illustrate. They do manage to generate a lot of buzz and conversation but risk alienating consumers and damaging a brand's reputation. Either in terms of being a misjudged tone, inappropriate timing, or something that takes a sensitive issue and rides on it, ads tell us that pushing the boundary in marketing can have tremendous costs.

A spirited campaign on a polarizing topic will attract attention, but the fine line between boldness and disrespect must be treated. A well-done advertisement will have people talking about the brand in good ways. A lousy interpretation can even lead to a public relations meltdown.

Ready to walk the tightrope? Keep reading our next article for continuing risks with rewarding marketing.