After the ridiculous self-flagellation the US media performed after Janet Jackson’s half-time show in 2004 I’d have expected that every commercial would have been carefully vetted prior to release. I’d have thought a crack team of US media censors would have checked the output to make sure that every commercial was “family friendly” for what is arguably the national sporting event.
So imagine my shock and horror when Budweiser showed a commercial which portrayed a wide number of people of different backgrounds and cultures being “taught” how to ask for a “bud” in an “English as a second language” classroom setting. You can view it along with the other Bud Bowl 2007 commercials here.
I found this commercial truly offensive, so much so that I’ve already written to Anheuser-Busch voicing my displeasure that they could produce something so out of touch and insensitive to be displayed during a large national sporting event which draws a massive family audience. What was even more shocking was that this was a uniquely “bad” commercial as the remainder of the Bud commercials were entertaining and in keeping with the comic tradition of Superbowl commercials.
As a non-American resident in the United States I found this commercial to be a slap in the face for all non-citizen residents, and at a time when the United States is struggling to portray itself positively on the global stage this kind of marketing at home does not bode well.