NFL in Trouble: Several Super Bowl Advertisers Bow Out over Fear of Offending Viewers
This could be a real disaster for the NFL. Advertisers who have run commercials during the Super Bowl for 10 years or more will not be buying up any of the 5.5 million dollar fee for one spot. As a result, they may not sell out their advertising for the first time ever.
As a result, any new television contracts will be for far less money than the current ones. The players who insisted that the NFL become social justice warriors will find their market value diminished because there will be less money.
Advertisers who will not be buying ads this year include Coca-Cola, Hyundai, Olay, Avocados From Mexico, Little Caesars, and Ford Motors. These companies have decided the country is too divided and they cannot make commercials that would please them both, so they have decided to opt-out. Companies that continue to advertise include, M&M’s, TurboTax, Anheuser-Busch, Toyota, Pringles, and Mountain Dew.
The advertisers see the fortunes of the NFL falling hard due to their woke stance and they see what happened to Gillette after they aired an ad promoting transgenderism and putting down toxic masculinity.
As a result, they lost eight billion dollars. Other companies want to avoid the same thing. Seriously, how many transgender people are there and how many are not. The odds are against them.
Rob Schwartz, chief executive officer of ad agency TBWAChiatDay said:
“Every client conversation I’ve had these days is about who is going to be offended by this ad. There’s a lot of discussion about risk mitigation. What that tends to do is that it makes things very bland and not effective, or it forces you to look at universal topics like hope or humor.”
Bill Oberlander, co-founder and executive creative of ad agency Oberlander added:
“The country is so divided and split right down the middle that I don’t think that there’s a commercial that will appease both sides.”
Corporations are finally looking to avoid the backlashes to left-winery that occurred to companies such as Gillette razors, which lost $8 billion in write-downs in 2019 after ads pushing transgenderism and so-called toxic masculinity. And as far back as 2015, Jeep was roasted for showing images of foreign landmarks in an ad playing the traditional American standard song, “This Land Is Your Land.”
But the left has attacked woke ads, as well. In 2017 Pepsi took the slings and arrows of the far left when its ad featured Kendall Jenner being nice to a police officer during the soft drink maker’s Black Lives Matter-themed ad. And in 2019, liberals were unhappy with the Super Bowl spots aired by T-Mobile, whose ads they claimed pushed “sexist stereotypes.”
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