20 Super Bowl Ads That Went Horribly Wrong
Super Bowl ads can be a thrilling blend of creativity and controversy, but some ads miss the mark so spectacularly that they become infamous for all the wrong reasons.
- Alyana Aguja
- 7 min read
Super Bowl commercials are the battlefield where brands try to get their attention in an extremely high-stakes arena. Some campaigns crash and burn into public outcry, however. There is tone-deaf messaging or questionable humor; these ads quickly become infamous failures and cautionary tales in advertising lore. These have huge budgets and creative minds but highlight the thin line between bold marketing and massive public relations mishaps.
1. Dodge Ram’s “Built to Serve” (2018)
Ermell from Wikimedia Commons
The ad used a 1968 speech by Dr. Martin Luther King Jr. to sell trucks, which many found to be in poor taste and exploitative. Critics felt that using a civil rights leader’s message to sell vehicles was tone-deaf, especially given the social climate. The backlash was swift, with widespread criticism and discussions about the ethics of such marketing strategies.
2. Nationwide’s “Dead Child” Advertisement (2015)
Image from Wikimedia Commons
Nationwide ran a commercial that aired a young boy talking about all the things he would have experienced if he hadn’t died in a preventable accident. The tone was somber, and the message was delivered during a time that is typically considered celebratory: the Super Bowl. Immediately, people called the ad depressing and inappropriate for the Super Bowl. Nationwide stood behind the ad as a way to raise awareness for child safety, but they ended up pulling it because of the negative response.
3. Groupon’s “Tibetan Oppression” Ad (2011)
Mcgrawt from Wikimedia Commons
Groupon attempted to make a celebrity endorsement spoof by showcasing Tibetan culture but shifted the campaign into a deal on cheap Tibetan food. Audiences perceived that it was trying to mock the sufferings of Tibetans and took it as a form of insensitivity. It received strong opposition and even later apologized over this mistake.
4. GoDaddy’s “Perfect Match” Commercial (2013)
godaddy.com from Wikimedia Commons
One of the most provocative ad campaigns, GoDaddy had a spot where a supermodel and a stereotypically nerdy man share an uncomfortably long kiss. The attempt to illustrate the combination of “sexy” and “smart” sides of the company was met with widespread discomfort and criticism. Many viewers found the ad distasteful and off-putting, leading to negative publicity.
5. Snickers’ “Mechanics” Ad (2007)
Image from Wikimedia Commons
This commercial was of two mechanics accidentally kissing after sharing a Snickers bar and then proceeded with “manly” acts that would prove the masculinity of each. The advocacy groups for sexual minorities criticized it as homophobic by perpetuating some negative stereotypes against them. Because of the bad publicity, Snickers pulled this ad and any online content made in conjunction with it.
6. Just for Feet’s “Kenya Mission” Ad (1999)
Image from Wikimedia Commons
The ad featured a group of white men in a Humvee tracking a barefoot Kenyan runner, drugging him, and forcing shoes onto his feet. The audience universally condemned it as racist and imperialistic, which was a public relations disaster. The controversy led to the eventual bankruptcy of the company.
7. Salesgenie’s “Panda” Ad (2008)
Infogroup from Wikimedia Commons
This campaign featured animated pandas with exaggerated accents. The response was immediate in the form of criticism, deeming the portrayal racist and culturally insensitive. After the backlash, Salesgenie apologized and removed the ad from circulation.
8. General Motors’ “Robot Suicide” Ad (2007)
Image from Wikimedia Commons
GM aired a commercial where an assembly-line robot, after making a mistake, dreams of committing suicide. Mental health advocates criticized the ad for insensitivity toward suicide and mental health issues. Faced with public outcry, GM edited the ad to remove the controversial scene.
9. Pepsi’s “Kendall Jenner” Ad (2017)
PepsiCo / Regal Cinemas from Wikimedia Commons
Although not aired during the Super Bowl, this high-profile ad featured Kendall Jenner diffusing a protest by handing a police officer a Pepsi. Critics accused the company of trivializing social justice movements for commercial gain. The backlash was intense, leading Pepsi to pull the ad and issue an apology.
10. Audi’s “Daughter” Ad (2017)
Strichpunkt / KMS Team from Wikimedia Commons
Audi’s commercial showed a father thinking about the issue of pay inequality between men and women while watching his daughter race down a hill in a cart. However, the ad message was supposed to be in support of equal pay, yet the company’s lack of women leaders was cited as an issue, and so was the inconsistency of the brand in supporting equal pay.
11. Dodge Charger’s “Man’s Last Stand” Ad (2010)
PIERRE ANDRE LECLERCQ from Wikimedia Commons
This ad showed men listing mundane grievances they endure, suggesting that driving a Dodge Charger is their reward. Critics labeled it as sexist, implying that men need compensation for tolerating everyday life and relationships. The ad was seen as reinforcing outdated gender stereotypes, leading to negative feedback.
12. Holiday Inn’s “Bob Johnson” Ad (1997)
Image from Wikimedia Commons
It featured a transsexual, but the message that it delivered, with a tagline which seemed to hint at Holiday Inn itself having also changed, invited the wrath of LGBTQ+ groups for being insensitive and transphobic. In the wake of such criticism, Holiday Inn decided to pull off the ad and issue an apology.
13. E-Trade’s “Monkey” Ad (2000)
Image from Finder
E-Trade spent $2 million on a commercial featuring a monkey dancing in a garage. It ended with the line, “Well, we just wasted $2 million. What are you doing with your money?” Some think that was the point of the advertisement: funny enough. More would argue that it is a waste of a high-priced Super Bowl slot and never said anything of real substance.
14. Lifesavers’ “Floating Heads” Ad (1981)
Scott Ehardt from Wikimedia Commons
This ad showed disembodied heads floating against a black background, singing about Lifesavers. It was creepy and unsettling, and people hated it. The abstract approach didn’t work for this one either, making it one of the least successful Super Bowl ads.
15. McDonald’s “The Showdown” Commercial (1993)
McDonald’s from Wikimedia Commons
As an ad that featured basketball legends Larry Bird and Michael Jordan competing in a trick-shooting contest, the commercial was accused of encouraging unhealthy eating habits among children. Health activists criticized such fast-food-glorification promotion by advertising companies. Popular as ever, this still brought up questions about the role that commercials play regarding youth exposure.
16. Bud Light’s “Up for Whatever” Campaign (2014)
Missvain from Wikimedia Commons
This campaign targeted commercials making the people appear more adventurous with Bud Light. Critics argue it promoted the irresponsible behavior of drinking and was not sensitive to consent. Due to the backlash, Bud Light pulled several parts of this campaign.
17. Subway’s “Jared” Campaign (2000s)
Subway from Wikimedia Commons
Featuring Jared Fogle, discussing his weight loss by eating Subway sandwiches, this campaign was later marred by Fogle’s criminal activity. The association led to a huge reputational damage for Subway. The company faced severe criticism regarding their close connection with Fogle and, thus, had to change their marketing strategy.
18. Heinz’s “Mayochup” Ad (2018)
H. J. Heinz Company from Wikimedia Commons
Heinz tried to market its new ketchup-mayo hybrid, “Mayochup,” by running a commercial that overhyped the combination. Viewers quickly dismissed it as a gimmick and criticized the idea as unappetizing and unnecessary. The ad ended up polarizing the audience, and despite Heinz’s attempts to promote it as a fun new product, it wasn’t well-received.
19. McDonald’s “Loving It” (2004)
McDonald from Wikimedia Commons
This McDonald’s commercial included a large group of children singing a jingle in a sort of cult-like manner, causing general discomfort among the viewing audience. The overly animated and disturbing use of kids was too creepy to be comfortable. The creepy quality of the advertisement made McDonald’s reevaluate the use of children in future campaigns.
20. Pepsi’s “The New Generation” (1989)
PepsiCo, Inc. from Wikimedia Commons
Pepsi ran a Super Bowl commercial with Michael Jackson, but its maiden use quickly turned controversial when Jackson’s hair caught fire during the filming of a special effects scene. The burns were severe enough for hospitalization. Public outrage over unsafe working conditions prompted a rethinking of all future campaigns.