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MediaBuyerPlanner: Masterfoods' Super Bowl ad, which shows two men eating a single Snickers bar from either end and accidentally "kissing," backfired when complaints led the company to withdraw the spot.
Masterfoods received complaints from the Gay and Lesbian Alliance Against Defamation and the Human Rights Campaign, writes The New York Times. The groups claimed that the commercial was homophobic. Masterfoods also took down related material on its website, AftertheKiss.com. (That URL now reroutes directly to Snickers.com.)
The opportunities for advertisers to amplify their Super Bowl ads is invaluable, points out Joshua Stylman, managing partner at Reprise Media - as of yesterday afternoon (Monday), more than 15 million streams of a special AOL website devoted to Super Bowl ads have run, and iFilm has seen more than 1.6 million unique visitors who have come to view the commercials since Sunday afternoon.
While the internet afterlife for ads can be a boon when done well, it can easily turn ugly if consumers find an ad offensive or even not terribly pleasing.
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