The dark side of Super Bowl ads: A closer look at what we’re really buying into

By Harini Sundaram

The Super Bowl, held on Feb. 11, once again captivated audiences not just with its athletic spectacle, but also with its high-profile advertising slots. Amidst the catchy jingles and heartwarming narratives, advertisers were willing to pay an astronomical average of $7 million for a mere 30-second ad, underscoring the immense financial stakes involved. Beneath the surface of these multimillion-dollar marketing efforts lies a more troubling narrative. This year, several ads underscored the ethical complexities and historical amnesia that often accompany these investments.

Temu’s Super Bowl ad featured an animated world that transforms into a vibrant orange as a shopper dances through, making all her desired purchases. The ad promotes the idea that with Temu, you can “shop like a billionaire” thanks to its low prices and extensive variety of items available. Temu aired its ad six times during the Super Bowl and offered over $10 million in giveaways, all in the hopes of winning back U.S. customers.

This advertisement presents a facade of affordability and accessibility, diverting attention from the likely unethical practices obscured behind the allure of accessible luxury. The parent company Pinduoduo — implicated in privacy invasion allegations — has faced removal from the Google app store due to malware which exploits Android vulnerabilities for user surveillance. Combined with the investigations into Temu’s potential use of forced labor, these facets underscore the profound ethical and security concerns linked to Temu’s business model.

The “He Gets Us” campaign made a notable appearance during the Super Bowl LVIII with two ads that stood out for their message of love and understanding as taught by Jesus Christ. The first, a 60-second spot titled “Foot Washing,” depicted a powerful scene of people from various backgrounds and walks of life having their feet washed, symbolizing Jesus’ message of unconditional love and service to one another, even across ideological divides. This ad, alongside a 15-second commercial named “Who Is My Neighbor,” aimed to promote Jesus’ teachings on loving your neighbors, challenging viewers to embrace love over hate and reflect on the authentic portrayal of Jesus’ life and teachings as depicted in the Bible.

While aiming to promote a message of love and acceptance, the campaign inadvertently highlights the dangers of message dissonance when advertising is entangled with controversial affiliations. He Gets Us LLC was previously managed by the Servant Foundation (also known as The Signatry), which has heavily donated to the Alliance Defending Freedom (ADF), a legal group instrumental in efforts to overturn Roe v. Wade and known for opposing LGBTQ+ rights. Furthermore, the family behind Hobby Lobby (known for their victory in a Supreme Court case which permits employers to deny contraceptive access in their employees’ healthcare plan on religious grounds) has also contributed to the campaign. This juxtaposition not only undermines the authenticity of the “He Gets Us” message, but also disappoints individuals and communities who see the campaign as an opportunity for genuine dialogue and understanding, only to find it entangled with agendas that contradict the very principles of love and acceptance it seeks to promote.

But the companies taking out Super Bowl ads aren’t all ideological Trojan Horses of the religious right; some of them are just doing plain-old historical whitewashing. Volkswagen’s Super Bowl 2024 ad, “An American Love Story,” takes viewers on a nostalgic journey through the brand’s 75-year history in the U.S., leading up to its future with the ID.Buzz electric microbus. It attempts to rewrite its historical narrative, presenting itself as a symbol of American love stories while erasing its history as a symbol of the Nazi regime’s goals.

This selective amnesia serves as a stark example of how corporations can manipulate historical narratives to foster a favorable public image. Glossing over uncomfortable truths is especially problematic because it undermines historical accountability and integrity. Such selective amnesia allows Volkswagen to sidestep the ethical implications of its past, denying consumers and society the opportunity to fully understand and critically evaluate the brand’s history. This approach not only distorts public perception but also diminishes the lessons that should be learned from history, fostering a culture where corporate image is prioritized over truth and moral responsibility.

These advertising practices reflect broader themes within American society and capitalism, where consumer attention is a highly coveted asset, and the narratives presented to the public are carefully curated to maximize engagement and profit. The implications are twofold: On one hand, advertising has the power to influence societal values and norms; on the other, it reveals the consumer’s vulnerability to manipulation in an age of information overload.

These ads serve as a microcosm of the larger dynamics at play within American capitalism. They remind us of the need for critical engagement with the media we consume and the messages we are sold. As we move forward, it is crucial for consumers to demand greater transparency and ethical conduct from the brands that seek their loyalty. Likewise, corporations must recognize the long-term value in upholding ethical standards, not only for their public image but for the health of society at large. The intersection of advertising, ethics, and consumer awareness will undoubtedly shape the trajectory of capitalist culture in the years to come, highlighting the power of informed consumerism as a force for positive change.