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Uber Eats faced backlash for a scene in its Super Bowl commercial featuring a man having an allergic reaction to peanut butter, prompting the non-profit group Food Allergy Research & Education to criticize the use of life-threatening food allergies as humor. After discussions with FARE, Uber Eats edited the ad to remove the reference to the peanut allergy.
The cost of a 30-second Super Bowl ad in 2024 remains at $7 million, reflecting a significant increase over the past two decades. Despite the high price tag, the exposure to over 100 million viewers and subsequent buzz make these ads a valuable investment for brands, with the potential for significant returns.
Uber Eats had to modify its Super Bowl ad after facing backlash for making light of potentially fatal allergies. The original ad featured a scene where a person forgetfully eats peanut butter, despite having a peanut allergy. This drew criticism from the Food Allergy Research & Education group, prompting Uber Eats to remove the controversial scene. This incident adds to a list of Super Bowl ads that have been altered prior to the big game.
Super Bowl LVIII will feature a departure from tech-focused ads, with traditional themes of amusement and comedy taking center stage as renowned companies like BMW, DoorDash, Budweiser, State Farm, and Oreo secure slots for the event. The absence of cryptocurrency and artificial intelligence ads reflects the cautious approach of advertisers amidst the current uncertainty in the industry, while the shift towards a lighter tone aims to provide a respite from the seriousness and complexity that has characterized recent years.