This year’s Superbowl Ad XLV by Groupon is the most controversial ad yet. The company’s CEO Andrew Mason has apologized if he has offended anyone. This commercial starred actor Timothy Hutton where he first begins to talk about the seriousness going on in Tibet and then begins comically bragging about a fish curry dish you can get for cheaper using your Groupon coupons. They claim that the ad quickly went from charitable to consumerist. They also made no mention of the charity drive or the website in the commercial.
Mason acknowledges that the portrayal of the meaning behind the campaign was not clear and says “as many of you have pointed out, if an ad requires an explanation that means it didn’t work out.” They feel as there brand has always been quirky, they certainly were not trying to portray the image of Groupon to be of controversy.
Moments after the commercial aired blogs and tweets were posted on the negative aspects on the ad. Having spent millions of dollars on everything that goes into the ad you would think they had their humor dialed in. With these bad decisions and upsetting many viewers and human rights groups, Groupon faces many challenges in the road ahead. Many feel as this Ad had the most negative reaction in social media than any other game time advertisement.
It will be interesting to see how Groupon handles this negativity and how it effects their brand.
-Lindsey Baggett, Drew Mayer, Micaela Fouhy, Will Cosden, Brianna Ellen Golden