With 1 Super Bowl ad, my worlds collided.
๐ช๐ต๐ฎ๐ ๐ต๐ฎ๐ฝ๐ฝ๐ฒ๐ป๐ฒ๐ฑ:
Last week, @Uber and Uber Eats released their Super Bowl as “Don’t Forget Uber Eats.”
The commercial didn’t focus on food allergies, but included a man with hives on his face ‘forgetting’ there are peanuts in peanut butter.
This very bad ‘joke’ sent shockwaves throughout the food allergy community.
Which turned into immediate CTA for the removal of the ad, led by FARE and CEO, Sung Poblete.
Instantly, we saw a community rise in power!
The food allergy community took social media to share stories, feelings, thoughts, and called for the removal of this ad.
๐ ๐ ๐ฝ๐ฒ๐ฟ๐๐ผ๐ป๐ฎ๐น ๐๐๐ฎ๐ป๐ฐ๐ฒ ๐๐ฎ๐ ๐๐ต๐ถ๐ (๐ฎ๐ ๐๐ต๐ฎ๐ฟ๐ฒ๐ฑ ๐ผ๐ป ๐๐):
๐ญ. ๐๐ ๐๐ผ๐บ๐ฒ๐ผ๐ป๐ฒ ๐๐ต๐ผ ๐ผ๐๐ฒ๐ฟ๐ฐ๐ฎ๐บ๐ฒ ๐ณ๐ผ๐ผ๐ฑ ๐ฎ๐น๐น๐ฒ๐ฟ๐ด๐ถ๐ฒ๐:
โณI was deeply offended to see this content make airwaves.
๐ฎ. ๐๐ ๐ฎ ๐๐ต๐ถ๐ฒ๐ณ ๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐ข๐ณ๐ณ๐ถ๐ฐ๐ฒ๐ฟ:
โณMaking fun of people’s health issues is NEVER okay.
๐ฏ. ๐๐ ๐ฎ ๐๐ผ๐บ๐ฎ๐ป ๐ผ๐ณ ๐ฐ๐ผ๐น๐ผ๐ฟ ๐๐ต๐ผ ๐บ๐ฎ๐ป๐ฎ๐ด๐ฒ๐ฑ ๐ฏ๐๐น๐น๐๐ถ๐ป๐ด ๐ฎ๐ป๐ฑ ๐ป๐ฒ๐ด๐ฎ๐๐ถ๐๐ฒ ๐ป๐ฎ๐ฟ๐ฟ๐ฎ๐๐ถ๐๐ฒ๐ ๐ฎ๐ฟ๐ผ๐๐ป๐ฑ ๐ณ๐ผ๐ผ๐ฑ:
โณThis ad felt like bullying those with food allergies.
๐ง๐ต๐ฒ ๐๐ณ๐๐ฒ๐ฟ๐บ๐ฎ๐๐ต:
Thankfully, the food allergy portion of the ad was removed before it aired during the Super Bowl.
I’m very happy to see this resolution, and it never should have occurred.
Marketing teams must be aware of the target audience,
and their deep problems, wants, needs, and desires.
Empathy will always win over poking fun.
It’s 1 chance at building vs. destroying relationships.
There ๐ฎ๐ฟ๐ฒ many learnings are coming out of this:
๐๐๐บ๐ฎ๐ป:
-You will always win by advocating for yourself.
-There is deep power in an engaged community.
-You can unite groups and drive change together.
๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด:
-It’s always about people over profits.
-Being able to adjust in times of crisis is invaluable.
-Marketing cannot be void of empathy for the masses.
I’m grateful to Uber Eats for remedying this situation.
People make mistakes, and we’re grateful you listened.
๐ง๐ต๐ฒ ๐ฏ๐ถ๐ด๐ด๐ฒ๐๐ ๐น๐ฒ๐๐๐ผ๐ป ๐ถ๐:
“๐๐๐บ๐ฎ๐ป ๐๐๐ณ๐ณ๐ฒ๐ฟ๐ถ๐ป๐ด ๐๐ต๐ผ๐๐น๐ฑ ๐ป๐ฒ๐๐ฒ๐ฟ ๐ฏ๐ฒ ๐บ๐ฎ๐ฑ๐ฒ ๐ณ๐๐ป ๐ผ๐ณ.”
Never for profit, never to seem cool, never in jest.
Period.
๐๐ช๐ฎ๐๐ฐ๐ต ๐๐ต๐ฒ ๐ผ๐ฟ๐ถ๐ด๐ถ๐ป๐ฎ๐น ๐ฎ๐ฑ ๐ต๐ฒ๐ฟ๐ฒ: https://www.allergicliving.com/2024/02/07/uber-eats-super-bowl-ads-allergy-joke-called-out-by-fare/?fbclid=IwAR0r_emwk-G1HoRZjESyJmZdiGhqyNPmnpSkzIsujFTWHvCl944imn2SC4g_aem_AYG8wmWEiXfsQ8a-cdrQjkhFYcDFK1hyoDqz82ESvAxbV_PNkbIaqv2z-QnLOqOhjSs
