The 2013 Super Bowl certainly provided a great game, but it also gave fans several arguments for the worst commercials of the night. Here are the three that rubbed audiences the wrong way.
The Go Daddy Make-Out Session Ad
Go Daddy, over the years, has had some lackluster Super Bowl commercials. Essentially, its goal is to attempt to mix sexiness and humor to generate a reaction from its audience. Its advertisement certainly did this year.
The Go Daddy ad featured supermodel Bar Refaeli making out with a nerdy actor. Between the nauseating sound effects and an extreme close-up of the two going at it, this commercial made the audience uncomfortable.
The Washington Post called this commercial sexist and stated that this ad was also cruel toward unattractive people. The USA Today ad meter listed the make-out session as the worst Super Bowl commercial this year.
Go Daddy continues to lower the bar every single year with its advertisements. The public may not be able to take the company seriously if it continues to make these kinds of commercials each Super Bowl.
Both Budweiser Black Crown Ads
Anheuser-Busch announced its new beer, Budweiser Black Crown, with two Super Bowl advertisements. Both were dark, creepy and emotionless.
In several beer commercials on Super Bowl Sunday, companies showed people having a good time with their friends and why their beer is the best. Budweiser's ads were more focused on what kind of people should drink Black Crown.
Having young, upscale people in dark clothing will not appeal to many Super Bowl viewers in terms of why they should drink a certain beer. These commercials were very forgettable and were a poor way to release a new product. And to do a similar idea twice (the Black Crown “coronation” and “party”) was a terrible way to spend Super Bowl advertising funds.
The USA Today ad meter ranked both of these commercials in the bottom five. It's clear that Super Bowl audiences want to be shown a fun time with beer, not a dark one.
The Calvin Klein Male Underwear Ad
Now, the Beyoncé Super Bowl halftime show meant that there was going to be a higher female audience. However, that doesn’t mean that Calvin Klein has to show a male model in nothing but underwear for a decent amount of time.
This commercial made a majority of the male audience squeamish. Considering that males make up the majority of the Super Bowl demographic, this ad was a poor idea in terms of generating a positive reaction from the audience. This ad received a lot of social media backlash and also finished close to the bottom on USA Today’s Ad Meter.