The Super Bowl is about more than just football. As NFL fans tune in to watch the Kansas City Chiefs take on the San Francisco 49ers tonight (Sunday, February 11), viewers can also expect to see funny, memorable, and even some controversial ads.
The Super Bowl is known to be the most coveted place for advertisers to capture consumers' attention.
But as advertising during the big game becomes increasingly competitive – and wildly expensive – companies are forced to come up with innovative ways to stand out from the crowd, even if it means pushing a few buttons.
While there have been some standout Super Bowl commercials over the years (hello, E-trade Baby and Betty White for Snickers), there have also been some duds.
Considering the Super Bowl is one of the most-watched events of the year, it's no surprise that some commercials have sparked outrage on social media and even received criticism from various human rights groups.
From a commercial about robot suicide to a cryptocurrency ad, these are some of the most controversial Super Bowl ads of all time.
Nationwide “Boy” Commercial
In 2015, Nationwide Insurance sparked outrage when it aired its “Boy” commercial during Super Bowl XLIX. The ad shows a boy describing milestones that he will never reach, and viewers discover that it is because he died in an accident.
The commercial, which is intended to be a public service announcement about preventable childhood injuries, doesn't necessarily show anything scandalous or widely controversial. But the ad received negative attention at the time because viewers found it depressing. Looking back, the commercial isn't exactly what football fans want to see while cheering on their favorite team and stuffing their faces with chicken wings.
Carl's Jr “All Natural” Commercial
It seems like 2015 was the year of controversial Super Bowl ads. That same year, fast food chain Carl's Jr attempted to promote its “All-Natural” burger with a super sexy ad starring model Charlotte McKinney. The commercial shows McKinney attracting the gazes of men while she is dressed scantily before taking a bite of the All-Natural burger. The ad received criticism for objectifying women; one person tweeted that it “set feminism back four decades.”
General Motors “Robot Suicide” Commercial
General Motors was the subject of controversy in 2007 when its Super Bowl ad showed a line robot throwing itself off a bridge after being fired by the automaker for not doing its job. The ad was intended to show “GM's commitment to quality,” but it received criticism from the American Foundation for Suicide Prevention, which said the ad sent dangerous and insensitive messages.
“The ad, in its oversight, presents suicide as a viable option when someone fails or loses their job,” the group said. “Research has also shown that graphic, sensational or romantic depictions of suicide deaths in any media can contribute to suicide contagion, popularly known as 'copycat' suicides.”
GM withdrew the ad five days later.
PETA “Last Longer” Commercial
The nonprofit PETA is no stranger to controversial ads, but this one takes the cake. The NSFW commercial, which aired during the 2016 Super Bowl, showed two couples having sex. One couple ate meat and the other was vegan.
The ad put forward the idea that people who don't eat meat last longer during sex, which is not scientifically proven. Advertising executives eventually banned the ad as too explicit for television.
Snickers “Kiss” Commercial
A commercial for the Snickers chocolate bar received backlash in 2007 and was pulled for being too homophobic. The ad, which showed two men accidentally kissing and doing something “manly” in response, was criticized by the Human Rights Campaign and the Gay and Lesbian Alliance Against Defamation for fueling “anti-gay bullying.”
“This type of mockery by professional sports figures at the sight of two men kissing fuels the type of anti-gay bullying that haunts countless gay and lesbian children on playgrounds across the country,” the president said. Human Rights Campaign, Joe Solmonese, in a statement. .
Groupon Commercial “Tibet”
In 2011, Groupon aired an insensitive commercial that used the crisis in Tibet to promote its online coupons. The ad, starring Timothy Hutton, told viewers that although Tibetan culture is in danger, “they still make amazing fish curry.”
While the ad was intended to mock celebrities with its “Save the Money” slogan, it still sparked backlash.
Tim Tebow's “Focus on the Family” Commercial
NFL star Tim Tebow starred in this seemingly pro-life commercial alongside his mother, Pam, in 2010. Paid for by the conservative Christian group Focus on the Family, the ad implies that if Tebow's mother had an abortion, the trophy winner Heisman would do it. I was never born or achieved stardom in football. Many women's groups called for the ad to be pulled, but CBS decided it was “appropriate for broadcast.”
84 Lumber “The Journey Begins” Commercial
This 2017 Super Bowl commercial from 84 Lumber generated a lot of debate for depicting a mother and daughter's trip to the United States when they come face to face with a border wall. The nearly six-minute ad appeared just weeks after President Trump's inauguration and was deemed “too controversial” by Fox. Instead, the network aired a 90-second version without a border wall and directed people to a website to watch the full version.
While some believed the ad used immigration as a marketing tool, others pointed out the hypocrisy. The hardware company's CEO said she supported Trump's proposed border wall with Mexico.
GoDaddy Commercial 2015
Website builder GoDaddy is known for its controversial Super Bowl ads and 2015 was no different. In the ad, a puppy falls out of a van and finds his way home, only to be sold by his owner.
The commercial shocked viewers, especially dog lovers, and a Change.org petition to remove the ad garnered more than 42,000 signatures just one day after the trailer was released. Ultimately, CEO Blake Irving decided to pull the ad and air a dog-free version during that year's Super Bowl.
Coinbase Commercial QR Code
In 2022, a cryptocurrency ad was declared the most “annoying” commercial of Super Bowl LVI. The commercial simply showed a QR code that changed color and moved slowly around a black screen. When the QR code was scanned, viewers were taken to the Coinbase website, which told them: “Less talk, more Bitcoin.”
While the ad was not necessarily controversial, it was perhaps the most unpleasant ad to air on television.
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