The Super Bowl isn’t just about football—it’s also about the multimillion-dollar commercials that air during the broadcast. While many become cultural touchstones, others spark controversy or backlash. Here are five of the most controversial Super Bowl commercials in history.
5. Nationwide’s “Make Safe Happen” (2015)
Nationwide aired a somber commercial featuring a young boy describing all the life experiences he’d never have because he died in a preventable accident. While intended to educate the public about child safety, the ad’s dark tone during America’s biggest sporting celebration left viewers disturbed and angry. The insurance company faced immediate backlash for its misplaced message.
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4. Mountain Dew’s “Puppymonkeybaby” (2016)
Mountain Dew’s infamous “PuppyMonkeyBaby” commercial featured a disturbing hybrid creature — part puppy, part monkey, and part baby — to represent the drink’s combination of Mountain Dew, juice, and caffeine for Mountain Dew Kickstart. Though the bizarre ad achieved viral status with millions of views and social media engagement, many viewers found the creature unsettling and inappropriate.
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3. Snickers’ “Mechanics” (2007)
The candy bar manufacturer aired a commercial showing two mechanics accidentally kissing while eating a Snickers bar, followed by exaggerated “masculine” reactions. The ad faced immediate criticism from LGBTQ+ advocacy groups for its homophobic undertones. Snickers ultimately pulled the commercial from its campaign due to the backlash.
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2. General Motors’ “Robot” (2007)
GM’s controversial commercial depicted a factory robot dreaming about losing its job and contemplating suicide. Mental health organizations strongly criticized the ad for trivializing suicide and depression. The automotive giant was forced to edit the commercial following public outcry.
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1. Just for Feet’s “Kenya Mission” (1999)
Perhaps the most controversial Super Bowl ad ever, this shoe company’s commercial showed white men hunting down a Kenyan runner, drugging him, and forcibly putting shoes on his feet. The advertisement was universally condemned for its racist and colonialist overtones, leading to legal action against the advertising agency and lasting damage to the company’s reputation.
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