The company had even set up a link on its website for people to donate to a Tibet-related charity. But the message missed the mark and Groupon was heavily criticized for mocking a human rights crisis. Groupon was trying to suggest saving money means you can give more to charity. Groupon's Timothy Hutton Tibet ad from 2011 sparked outrage online. The company eventually entered bankruptcy proceedings and went out of business in 2004. Just For Feet's 1999 commercial featuring a group of white hunters tracking and drugging a Kenyan runner was slammed as racist. Go Daddy quickly apologized, pulled the spot, wrote off the production costs and ran an old commercial in its place. But when the ad was leaked prior to the game the company was inundated with complaints from outraged animal lovers. Go Daddy's "Lost Puppy" ad from 2015 poked fun at Budweiser's use of cute animals in its campaigns. While success can translate into big sales, mistakes are magnified during the Super Bowl broadcast and there have been some memorable missteps. The Always "Like A Girl" spot from 2015 went viral and won an Emmy for outstanding commercial. Her Canadian team has had ads in each of the past three Super Bowls, two of which were huge hits. "It's one of those things, as soon as you get it and you know you're going to be working on something for Super Bowl, you kinda think, 'Ah, geez,'" said Heather Chambers, vice-president of creative at Leo Burnett Toronto.Ĭhambers knows the pressure well. In the advertising industry it's known as Judgment Day. A poorly received Super Bowl spot can badly damage a company's brand, or even help knock a company out of business altogether. The potential rewards are extraordinary, but so are the risks. Forget the game on the field, when the New England Patriots and Philadelphia Eagles hook up this weekend in Super Bowl LII, the most cutthroat competition could be during the commercial breaks.Ĭompanies are paying upwards of $5 million per 30-second commercial to pitch their product in front of roughly 110 million people.
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