Ethics in Ads: The Super Bowl Special
The age-old question is this: Is public relations ethical? The answer has never been black and white—and as the industry continues to evolve, it finds itself faced with more variables, more polarization, and more diversity that ripens the complexity of ethical public relations.
According to the Page Principles, the root of ethical public relations (PR) lies in transparency, accountability, fairness, integrity, and social responsibility. All PR professionals, in an ideal world, are held to an ethical code of conduct that mirrors their company’s aforementioned values. However, time and time again, advertisements and other PR tools prove that not all practitioners are ethically driven. Likewise, as we navigate the intricacies of ethical PR, it becomes clearer that not every organization cares about a mutually beneficial relationship with its stakeholders.
As PR professionals, we know that it is our job to persuade. But if our actions don’t mirror a code of ethics, we risk blurring the delicate line between persuasion and manipulation.
Earlier this February, the Super Bowl exposed well over 100 million people to an abundance of outlandish, flamboyant, and creatively brilliant advertisements. Audiences worldwide waited in anticipation for the next commercial break, eager to see which commercial played next, which celebrity it featured, and which to talk about at work the next day. By the final touchdown, brands clung to the hope that their ads not only landed, but stuck. This year, and in years’ past, endless Super Bowl commercials have remained relevant. But that doesn’t mean they are relevant for the right reasons—and it all dials back to ethics.
Yeezy’s Anti-Semitism
For years Kanye West’s name has been in the headlines for various accounts of racism, sexism, and anti-semitism. As time passes, his irrational behavior seems to rapidly increase, forcing the media to not only expect but anticipate his next controversy. For Super Bowl LIX, West paid for a Yeezy commercial to air across three local Fox channels, urging consumers to visit Shopify to purchase clothing online. At first, the ad appeared bland and unexciting. But upon visiting Shopify, viewers saw a swastika-emblazoned T-shirt labeled “HH-01,” which is code for “Heil Hitler.” The swastika is a world-known symbol associated with Nazi Germany, the Holocaust, and severe anti-semitism. It is now universally perceived as one of the most offensive, and illegal, symbols of hatred and malice.
Obviously, Yeezy’s use of the swastika provoked intense negative emotions among viewers, as addressed by the Anti-Defamation League. Given West’s offensive and controversial history, many people immediately perceived the T-shirt as an inconsiderate attempt to shock audiences for publicity. On all accounts the advertisement was deemed unethical. Fox quickly pulled it from all three local channels. In response, Fox’s CEO Jack Abernathy addressed the crisis by sending an email to all Fox TV Station employees.
“We regret that these commercials aired in these three markets, and we strongly condemn any form of anti-semitism,” Abernathy wrote.
The Yeezy ad’s use of a swastika symbol is rooted in anti-semitism, hatred, and insensitivity—working in direct opposition to ethical public relations and advertising. The Yeezy ad exemplifies an utmost lack of fairness and integrity. West’s failure to issue an apology represents an equal lack of accountability and social responsibility. Altogether, the situation reflects on one of the deepest, darkest parts of world history with extreme insensitivity and blatant hostility, serving as a prime example of unethical public relations.
Carl Jr.’s Systemic Sexualization
In 2005, Carl Jr. aired its first Super Bowl commercial featuring Paris Hilton wearing a bikini, washing a car, and sensually eating a hamburger. The ad received instantaneous mixed reviews. However, it also resulted in a significant increase in brand awareness/sales, especially for the male demographic. This upward trend redirected Carl Jr.’s marketing efforts, solidifying female hypersexualization into the framework of its promotions.
Carl Jr. faced new rounds of controversy over the next several years as it continued sexualizing women for profit. In 2015, the brand’s “All Natural” ad featured bikini-clad supermodel Charlotte McKinney walking through a farmer’s market as she ate a Carl Jr.’s burger. Just like in 2005, this commercial resulted in immediate backlash. Innumerable female viewers felt that the brand was objectifying women by using the female body as a marketing tool.
This year, Carl Jr. again utilized female sex appeal for the Super Bowl LIX. The commercial featured TikTok sensation Alix Earle dressed in a revealing bikini and mini skirt. Earle can be seen sauntering from scene-to-scene after a massive blow-out party, promoting the “Hangover Burger” alongside slow-motion clips and other suggestive noises. For audiences, the ad questions the reinforcement of traditional gender roles, objectification of women’s bodies, and the minimization of gender equality efforts.
Hims & Hers Targets Obesity
For Super Bowl LIX, Hims & Hers aired a one-minute-long commercial targeting obesity and promoting fat loss supplements. It featured a number of overweight individuals grabbing their stomachs, stepping on scales, and staring longingly into refrigerators. At one point, a woman had to choose between real food or a Hers weight loss supplement. Ultimately, she chose the supplement.
As expected, the commercial sparked a slew of controversy. Many people felt it used fat shaming as a tool to sell its products, perpetuating negative stereotypes about obesity and insinuating that overweight individuals lack self-control, discipline, and self-respect. Some believed the ad disregarded the complexities of obesity, ignoring the psychological, environmental, genetic, and societal factors influencing one’s weight. Others have said that the ad exploits a highly sensitive social issue just for profit.
We know that the key to successful PR is a mutually beneficial relationship founded on trust—trust that is built on a code of ethics. With so many factors at play, it’s critical that PR professionals always revert to the values of transparency, accountability, fairness, integrity, and social responsibility. If we don’t think holistically and consider how PR tools impact their stakeholders, we risk promoting ads that offend our audiences and harm the brand.
Ashley Moubray is a senior at Grand Valley State University pursuing a degree in Advertising and Public Relations with an emphasis in Public Relations. She is currently the Vice President of Public Relations for GVPRSSA. Right now, she works at Perrigo as the Corporate Communications Intern and is excited to continue throughout the school year. She hopes to make her way into the film industry! Outside of school, Ashley loves to go on walks outside, do yoga, watch movies with friends, and cook.