{"id":603,"date":"2024-03-15T13:50:58","date_gmt":"2024-03-15T13:50:58","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/03\/15\/the-worst-super-bowl-ads-avoid-these-blunders\/"},"modified":"2024-03-15T13:50:58","modified_gmt":"2024-03-15T13:50:58","slug":"the-worst-super-bowl-ads-avoid-these-blunders","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/03\/15\/the-worst-super-bowl-ads-avoid-these-blunders\/","title":{"rendered":"The Worst Super Bowl Ads \u2014 Avoid These Blunders"},"content":{"rendered":"<div class=\"hs-featured-image-wrapper\">\n <a href=\"https:\/\/blog.hubspot.com\/marketing\/the-worst-super-bowl-ads-avoid-these-blunders\" title=\"\" class=\"hs-featured-image-link\"> <img decoding=\"async\" src=\"https:\/\/blog.hubspot.com\/hubfs\/bad%20super%20bowl%20ads.png\" alt=\"people watch the worst super bowl ads\" class=\"hs-featured-image\" style=\"width:auto !important;max-width:50%;float:left;margin:0 15px 15px 0\"> <\/a>\n<\/div>\n<p>There\u2019s a lot to be learned from the Super Bowl.<\/p>\n<p>There\u2019s a lot to be learned from the Super Bowl.<\/p>\n<p>While athletes gather new motivation and coaches pick up a few more techniques, the Super Bowl is also an excellent place for marketers to gain tips.<\/p>\n<p>How?<\/p>\n<p>The ads, of course.<\/p>\n<p>Between <a href=\"https:\/\/www.statista.com\/statistics\/251588\/number-and-length-of-network-tv-commercials-in-the-super-bowl\/\">80 and 100 ads<\/a> run annually during the Super Bowl. Companies <a href=\"https:\/\/www.nytimes.com\/2024\/02\/06\/business\/super-bowl-commercials.html\">pay millions<\/a> to have their commercials aired for 30 to 60 seconds.<\/p>\n<p>While many companies see success from their ads, others end the game, facing some alarming results.<\/p>\n<p>So, what makes a bad ad?<\/p>\n<p>I\u2019ll highlight the basics of bad advertising and walk you through ten of the worst Super Bowl ads ever. These lessons apply to all forms of marketing, too, so whether you\u2019re a blogger or a scriptwriter, you\u2019ll gain some takeaways.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=da1bfbbd-7ee9-4bf1-89d1-6d7a833deb08&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px\" alt=\"Download Now: Free Ad Campaign Planning Kit\" height=\"60\" width=\"427\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/da1bfbbd-7ee9-4bf1-89d1-6d7a833deb08.png\"><\/a><\/p>\n<h2>What makes an ad flop?<\/h2>\n<p>Super Bowl ads are some of the year&#8217;s most widely discussed marketing materials. Some ads make a significant splash, while others are memorable for not-so-good reasons.<\/p>\n<p>As a marketer and as a consumer, there are a few things that make an ad flop, including:<\/p>\n<ul>\n<li><strong>Offensiveness. <\/strong>While some argue that \u201call publicity is good publicity,\u201d offensive ads can negatively impact a company\u2019s bottom line. A reputation can affect between <a href=\"https:\/\/scottpublicrelations.com\/the-impact-of-pr-on-profitability\/#_ednref2\">3-7.5%<\/a> of revenues annually.<\/li>\n<\/ul>\n<ul>\n<li><strong>Confusing messaging. <\/strong>Confusing ads don\u2019t always face the public backlash that offensive ads do, but they aren\u2019t very effective. If viewers don\u2019t know what the ad is or who it\u2019s advertising, it\u2019s tough to take action.<\/li>\n<\/ul>\n<ul>\n<li><strong>Irritating. <\/strong>Annoying ads sometimes have jingles that get stuck in our heads, but it\u2019s not always good. In fact, irritating ads can diminish a brand\u2019s authority.<\/li>\n<\/ul>\n<p>In my experience, ensuring clear and appropriate messaging should be a priority in all marketing areas, regardless of the ad format. When companies disregard clarity and appropriateness, they become vulnerable to a flop.<\/p>\n<h2>The Worst Super Bowl Ads of All Time<\/h2>\n<p>The Super Bowl has been a powerful platform for advertisers since its launch in 1968. Even in the very first year of the event, companies paid $150,000 for one minute of ad coverage.<\/p>\n<p>With 58 years of commercials, there are some memorable Super Bowl ad flops. Let\u2019s look at some of the worst Super Bowl ads ever and what made them a flop.<\/p>\n<h3>Pepsi x Kendall Jenner<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>This Pepsi ad, launched in 2017, featured supermodel Kendall Jenner giving a Pepsi to a police officer at a protest. After taking a sip of Pepsi, the officer smiled, and the protesters laughed and cheered in glee.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p>This Super Bowl ad was criticized harshly for being \u201ctone-deaf.\u201d While the ad may have intended to bring awareness to social justice issues, viewers felt that the clip diminished activists&#8217; struggles.<\/p>\n<p>It wasn\u2019t helped by the fact that the influencer they used had little to do with social justice and was a bit controversial herself. My experience as a marketer has taught me that you need to care about the message <em>and<\/em> the messenger.<\/p>\n<p>Pepsi\u2019s neglect of both created a guarantee that this ad would flop \u2014 and many took to Twitter to share their opinions.<\/p>\n<p><img><\/p>\n<h3>Lifeminders<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>In 2000, Lifeminders.com paid for what is now known as the cheapest Super Bowl ad of all time. It starts with text on a yellow screen, reading, \u201cThis is the worst Super Bowl ad of all time.\u201d<\/p>\n<p>The ad goes on to describe the company, which offers personalized emails.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p>While I think this ad was intended to be funny, it was somewhat off-putting. The ad confused audiences with unclear messaging because it didn\u2019t provide much information about the company.<\/p>\n<p>What it did say about the company also seemed in direct opposition to the ad\u2019s style, which was exceedingly bland.<\/p>\n<p>Despite the ad&#8217;s poor reception, Lifeminder said they saw 700,000 new customers in the weeks following their Super Bowl ad \u2014 so it wasn\u2019t a total flop.<\/p>\n<h3>Sad Robot<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>The infamous GM Sad Robot ad aired in 2007. The ad begins with a robot being fired for making a mistake. Then, the robot tries to get a new job but fails. After failing a few new jobs, the robot leaps off a bridge, insinuating suicide.<\/p>\n<p>Then viewers discover this is only a dream, and a message about GM\u2019s 100,000-mile warranty appears.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p>GM faced extreme backlash for this ad. At its surface, the ad is unsettling and disturbing, offending audiences. Super Bowl audiences vary in age; overwhelmingly, ads are lighthearted or positive.<\/p>\n<p>This tone clash was jarring for viewers. As a marketer, I know the value of ensuring your tone aligns with your context.<\/p>\n<p>GM\u2019s ad was extremely poorly timed, as it was released amidst significant layoffs. The ad&#8217;s messaging spoke directly to this in an insensitive and offensive way.<\/p>\n<h3>5 to 9<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>In this 2021 Super Bowl ad for the website builder Squarespace, you can hear Dolly Parton singing a revamped version of her classic, \u201c9 to 5.\u201d<\/p>\n<p>Instead of \u201c9 to 5,\u201d she\u2019s singing \u201c5 to 9,\u201d highlighting side hustles that bring meaning to employees\u2019 lives.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/UcZz-L-Kk63YlhVXxIEYIodrkscDyTGEvibvA6d7tyckC0NQ4t4VEDo-1LWGUf0kG_Wg--80B_9amGwM7VYQJJzURqfbQUlc0RYfr9iC1FnIsMK4Yz-bbyO5148xinJjflYmJ3o9YdaBHwSZGfPAATQ\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" title=\"\"><\/p>\n<p>Squarespace and Dolly Parton both received criticism for this Superbowl commercial. Many thought the ad was an offensive suggestion that individuals needed to be overworked to have value.<\/p>\n<p>Additionally, the song isn\u2019t catchy like the original, landing the ad in the irritating category.<\/p>\n<h3>Make Safe Happen<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>Nationwide\u2019s 2015 Make Safe Happen ad featured a young child describing things they\u2019d never do. They\u2019d never get cooties or get married, for example.<\/p>\n<p>At the end of the ad, the young child states that they wouldn\u2019t get to do any of those things because they died in an accident. Then, it said that Nationwide cares about what matters.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/aN2wZx9Y_fuIxEnRjgAHufOAoJmD-0pNB9Y3_txk0hn5VQh0hhuipOszz8ydeq35jcuqXgjWA4J-Gz_qAtzrttVD7NumJiaJpcKLDXTGkSAhUY6Ah-4u63ndp3wOWMRE_NPqGvBMJUo_DQ-bHkolIE4\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" title=\"\"><\/p>\n<p>This ad is one of the most widely criticized ad campaigns ever. It\u2019s a highly morbid ad, considered overly dark and unnerving. And the ad intended to sell insurance, which people found exploitative and offensive.<\/p>\n<p>Overall, this ad flopped on more than a few marks.<\/p>\n<h3>Perfect Match<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>GoDaddy\u2019s Perfect Match ad aired in 2013. It features a supermodel and a nerd, and the spokeswoman states that GoDaddy is both sexy and smart.<\/p>\n<p>Then, as a representation of the fusion of those two attributes, the clip features 10 seconds of kissing \u2014 a third of the entire ad.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p>This GoDaddy ad was criticized for making viewers extremely uncomfortable. While the intent was certainly playful, viewers felt the kiss lingered for far too long and became inappropriate for television.<\/p>\n<p>Like many of the ads on this list, GoDaddy neglected to consider the context of its ad.<\/p>\n<p>Ace Metrix, an ad ranking site, stated that this ad had the 2nd lowest rating for Super Bowl ads that year.<\/p>\n<h3>Sony Experia<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>Sony launched an ad for a new Android phone that contained gaming controls in 2011. The ad featured a man wandering through dark streets and ending up in a back room with surgery performed on an Android.<\/p>\n<p>The Android received human thumbs and went out onto the streets, ready to game.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p>The 2011 Sony ad made viewers extremely uncomfortable. The sight of human thumbs on the robot was visually jarring and, for some viewers, terrifying. Additionally, the messaging in the ad was fairly confusing.<\/p>\n<p>While the end of the commercial clarified what was being advertised, there was little information about the product throughout the 60-second ad.<\/p>\n<p>As a marketer, it\u2019s vital to intentionally use all the space you\u2019re given. Whether you\u2019re writing an educational blog or a commercial script, you have to consider your goal: selling a product. Sony neglected to prioritize that goal in this ad.<\/p>\n<h3>MLK Dodge Ram<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>In 2018, Dodge Ram\u2019s Super Bowl ad reinforced the brand\u2019s motto, \u201cBuilt to Serve.\u201d The commercial featured powerful images of folks engaging in acts of community and service.<\/p>\n<p>The ad was accompanied by an MLK sermon from precisely 50 years prior on servanthood.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/3A0HEJwFArMlKFhIn8AQ1dw9RRh7HXM0IZgJgkE8kpFDKd9Qjpq4hR-4A933Csp_mn1H2Pfr_NCFkzyYpZAK4510jS5PIonaBIkkLQpouKNudZYssxWjPN0hXMzejnbsyLyg0XSNoNzwQNL86d3Tt5o\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" title=\"\"><\/p>\n<p>While some perceived the ad as powerful and inspirational, others found it a diminishing way to honor Martin Luther King, Jr. Critics were outraged by the use of an MLK speech to sell trucks.<\/p>\n<p>Overall, the commercial was thought by many to be an exploitative use of Martin Luther King\u2019s words.<\/p>\n<h3>Temu\u2019s 2024 Ad<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>If you watched the Superbowl this year, you certainly saw Temu\u2019s advertisements, which aired not once but four times. This ad features animated visuals of people\u2019s lives being improved by Temu, with low prices for each item Temu provides.<\/p>\n<p>It\u2019s accompanied by brand audio and concludes with Temu\u2019s motto: Shop like a billionaire.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p><img decoding=\"async\" src=\"https:\/\/lh7-us.googleusercontent.com\/faMqKvp0Wp_0PiaeaJwu2DddANVkFJIyYs9pyvN-6rL04wP_GXm_9DcUWT5Y2LnbMzULAf09xCDZG_XUc0FjZFuRvXhPpz3ra_28nUEZzwGyTBtN7uakiHpbZ5fSjDcWGMmzi_wAj2En286nP9WOnpY\" style=\"margin-left: auto;margin-right: auto;width: 650px;height: auto;max-width: 100%\" title=\"\"><\/p>\n<p>The Temu ad didn\u2019t offend (though there are many critics of the brand itself). Instead, the frequency of the ad annoyed viewers and resulted in a significantly negative perception.<\/p>\n<p>Viewers took to social media to lament their irritation with the Temu ad that really did play four times.<\/p>\n<p>The brand likely spent tens of millions on this campaign, as four 30-second ads is no cheap deal \u2014 and the frequency turned out to be an issue.<\/p>\n<h3>Groupon\u2019s Tibet Ad<\/h3>\n<div class=\"hs-embed-wrapper\" style=\"position: relative;overflow: hidden;width: 100%;height: auto;padding: 0px;max-width: 560px;min-width: 256px;margin: auto\">\n<div class=\"hs-embed-content-wrapper\">\n<div style=\"position: relative;overflow: hidden;max-width: 100%;padding-bottom: 56.25%;margin: 0px\"><\/div>\n<\/p><\/div>\n<\/div>\n<p>Finally, we\u2019ll take a look at Groupon\u2019s 2011 Super Bowl ad. The first half of the ad featured a narrative about the people of Tibet and how the culture is \u201cin jeopardy.\u201d<\/p>\n<p>Then, the ad cuts to Timothy Hutton sitting in a restaurant being served Tibetan food by a Tibetan man. Finally, Timothy explains that he got this delicious meal for a deal, thanks to Groupon.<\/p>\n<h4>What Makes It a Blunder<\/h4>\n<p>Groupon\u2019s ad faced an exceeding backlash for offensiveness. The ad was criticized for racism and diminishment of the struggles facing refugees of Tibet.<\/p>\n<p>It was a poorly timed, poorly executed ad \u2014 and a major flop. The ad was pulled promptly from television after viewer response.<\/p>\n<h2>What We Can Learn From Ads That Flop<\/h2>\n<p>As we wrap up our look at some of the Super Bowl\u2018s biggest ad mishaps, let\u2019s shift our focus to what we can learn and how we can innovate.<\/p>\n<p>The key takeaway? Stay authentic, positive, and aligned with your audience\u2018s preferences. Those ads that didn\u2019t hit the mark are perfect examples of what not to do, offering valuable insights into crafting effective marketing.<\/p>\n<p>We have a golden chance to transform these missteps into major wins. Aim to create messages that resonate well \u2014 be engaging, considerate, and reflective of your audience&#8217;s interests, backed by solid data for relevance.<\/p>\n<p>Remember to prioritize clarity and your brand&#8217;s integrity regardless of your company or ad format. Even with bold content, ensuring it\u2019s received well should be a top concern.<\/p>\n<p>Keep it casual yet professional, and let&#8217;s make marketing that truly stands out.<\/p>\n<p><a class=\"cta_button\" href=\"https:\/\/www.hubspot.com\/cs\/ci\/?pg=46d72524-f4a7-44e9-9af0-935be9bb3891&amp;pid=53&amp;ecid=&amp;hseid=&amp;hsic=\"><img fetchpriority=\"high\" decoding=\"async\" class=\"hs-cta-img \" style=\"height: auto !important;width: auto !important;max-width: 100% !important;border-width: 0px\" alt=\"Improve your website with effective technical SEO. Start by conducting this  audit.&nbsp;&nbsp;\" height=\"942\" width=\"2693\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/46d72524-f4a7-44e9-9af0-935be9bb3891.png\"><\/a><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/track.hubspot.com\/__ptq.gif?a=53&amp;k=14&amp;r=https%3A%2F%2Fblog.hubspot.com%2Fmarketing%2Fthe-worst-super-bowl-ads-avoid-these-blunders&amp;bu=https%253A%252F%252Fblog.hubspot.com%252Fmarketing&amp;bvt=rss\" alt=\"\" width=\"1\" height=\"1\" style=\"min-height:1px!important;width:1px!important;border-width:0!important;margin-top:0!important;margin-bottom:0!important;margin-right:0!important;margin-left:0!important;padding-top:0!important;padding-bottom:0!important;padding-right:0!important;padding-left:0!important\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s a lot to be learned from the Super Bowl. There\u2019s a lot to be learned from the Super Bowl. While athletes gather new motivation and coaches pick up a few more techniques, the Super Bowl is also an excellent place for marketers to gain tips. How? The ads, of course. Between 80 and 100 [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":602,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-603","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Worst Super Bowl Ads \u2014 Avoid These Blunders - Bell Marketing Solutions<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/03\/15\/the-worst-super-bowl-ads-avoid-these-blunders\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Worst Super Bowl Ads \u2014 Avoid These Blunders - Bell Marketing Solutions\" \/>\n<meta property=\"og:description\" content=\"There\u2019s a lot to be learned from the Super Bowl. There\u2019s a lot to be learned from the Super Bowl. While athletes gather new motivation and coaches pick up a few more techniques, the Super Bowl is also an excellent place for marketers to gain tips. How? The ads, of course. 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