It’s one of the biggest nights of the advertising calendar, and brands scurry to come up with the Super Bowl ad everyone is talking about.
This year, Doritos won that title… but not for all the right reasons.
The Doritos 2016 ad, created by Peter Carstairs from Perth, Australia, took the audience to a couple’s ultrasound session.
While some appreciated the tone of the ad, more people found it both insensitive towards women, distasteful to childbirth and premature birthing, and stereotyping men’s roles in pregnancy…
Video: Super Bowl Commercials
Speaking about the ad, the Australian filmmaker probably didn’t help quench the criticism, explaining his concept behind the short film:
"The guys I wrote it with really liked the idea when it comes to child birth and the concept that mothers usually see the process as really spiritual and life-changing.
"Dads are usually sitting in the corner, watching the footy and keeping to themselves and mums get annoyed with this. We thought we could play with this idea."
That definitely wasn’t going to help their case.
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