5 worst Super Bowl ads of all time
By Stu White
2. Groupon’s “Tibetan Oppression LOL” ad (2011)
Oh boy.
Using another culture as a prop for your ad is, more often than not, a very unwise decision. Using another culture that’s been historically oppressed, referencing that oppression in a joking way, and then saying that the whole oppression and suffering thing is totally fine, guys, because those foreigners still manage to make some tasty food is, uh, pretty much unfathomably stupid.
Alas, the folks at Groupon, in this controversial 2011 ad, decided to go all out on the stupidity, structuring their Super Bowl spot around the people of Tibet. All food puns aside, it’s about as tasteless as it sounds.
Word to the wise: Poking fun, even poking lighthearted fun, at a culture that’s struggling to survive is not a smart tactic for making people want to use your product. But what do I know?
When Groupon’s ad aired in 2011, it was received rather poorly. Shock of all shocks, I know. Groupon CEO Andrew Mason responded to the criticism by saying the commercial wasn’t offensive in the slightest, that it was actually a self-aware satire of the crass, shamelessness nature of most commercials:
"Our ads highlight the often trivial nature of stuff on Groupon when juxtaposed against bigger world issues, making fun of Groupon. Why make fun of ourselves? Because it’s different — ads are traditionally about shameless self promotion, and we’ve always strived to have a more honest and respectful conversation with our customers."
Uh huh. Suuuuuure.
Groupon’s ad campaign had an altruistic component, believe it or not, but that part was not remotely emphasized in the maligned Super Bowl ad. Maybe try leading with that next time, Groupon. Just a suggestion.
Next: 1. Apple (1984)