The Super Bowl is not only one of the most-watched sporting events in the United States but also a prime platform for advertisers to showcase their most creative and high-budget commercials. However, not all ads make it to the air. Over the years, several commercials have been banned from the Super Bowl due to controversial content, inappropriate themes, or failure to meet network standards. These banned ads often push boundaries, challenge societal norms, or simply go too far in their attempt to be memorable. Here’s an introduction to 10 such banned Super Bowl commercials that sparked debates, laughter, or outrage, but ultimately never made it to the big game.
Blind Date (1999) – Smart Beep
The “Blind Date” commercial by Smart Beep, a pager company, is one of the most infamous banned Super Bowl ads. The ad depicted a man on a blind date with a woman who seemed charming and attractive—until the camera revealed her to be a man in drag. The tagline, “We don’t care who you are, we’ll page you anyway,” was meant to highlight the inclusivity of their paging service, but it sparked significant controversy.The ad was rejected by CBS for its potential to offend viewers, particularly due to its portrayal of transgender themes, which were considered highly sensitive at the time. While some saw it as progressive and humorous, others deemed it inappropriate for a mainstream audience. The ban only fueled its notoriety, making it a cult classic among banned Super Bowl commercials.
Airborne (2005) – Airborne
The Airborne commercial from 2005 is another example of a banned Super Bowl ad that stirred controversy. Airborne, a dietary supplement marketed as a cold prevention remedy, created a commercial featuring a man sneezing in a crowded elevator. The ad humorously exaggerated the spread of germs, showing the sneeze propelling people around the elevator like a gust of wind. The tagline, “Sick happens. Be ready,” was meant to promote Airborne as a solution to ward off colds.However, the commercial was rejected by ABC, the network airing the Super Bowl that year, due to concerns over its content. The network deemed the depiction of a sneeze and the spread of germs as inappropriate, especially in a post-9/11 world where public health concerns were heightened. Additionally, there were ongoing debates about the efficacy of Airborne’s product, which may have contributed to the ad’s rejection.Despite the ban, the controversy surrounding the ad brought significant attention to Airborne, showcasing how even rejected Super Bowl commercials can generate buzz.