Uber agrees to edit Super Bowl ad following allergy advocates’ concerns

Uber Eats has made last-minute modifications to its Super Bowl ad after objection that it inappropriately made light of food allergies.

Introduction:

The Food Allergy Research & Education (FARE) charity has acknowledged Uber’s responsiveness to concerns regarding its Super Bowl ad, which depicted a man experiencing an allergic reaction to peanut butter. 

Following discussions with FARE, Uber has committed to editing out the controversial segment, demonstrating a swift response to advocacy efforts.

Context of Super Bowl Advertising:

The Super Bowl represents a pinnacle moment in marketing, with millions of viewers tuning in for the highly anticipated event. 

Advertisements aired during the championship game are meticulously planned and come with a hefty price tag, making any last-minute changes significant.

Uber’s Promotional Efforts:

Uber had been promoting its Super Bowl ad, themed around the concept of memory lapses, throughout the week leading up to the game. 

The one-minute spot features various scenarios of forgetfulness under the tagline “Don’t forget to remember Uber Eats,” including celebrity moments like Jennifer Aniston’s failure to recognize her Friends co-star David Schwimmer.

Controversy Over Allergy Depiction:

One scene in the ad depicting a man inadvertently consuming peanut butter, resulting in an allergic reaction, drew criticism from allergy advocacy groups, including FARE. 

They deemed the portrayal inappropriate, emphasizing that food allergies are a serious matter and should not be treated lightly in advertising.

Uber’s Response and Edits:

Following discussions with FARE, Uber swiftly responded by agreeing to edit out the reference to the peanut allergy in the ad. 

While the company did not issue an official statement, it shared the edited version of the ad, signaling its commitment to addressing concerns raised by advocacy groups.

Community Feedback and Company Image:

FARE’s CEO, Ms. Poblete, expressed gratitude to the community for advocating for change, acknowledging Uber’s willingness to listen and make adjustments. 

The company’s prompt response earned praise online, although the last-minute alteration may be viewed as an episode to forget in Uber’s advertising journey.

Conclusion:

Uber’s decision to edit its Super Bowl ad in response to allergy advocacy groups’ concerns highlights the importance of considering the sensitivities of diverse audiences in advertising. 

By addressing the issue promptly, Uber demonstrates a commitment to social responsibility and listening to community feedback, ultimately striving for inclusive and respectful marketing practices.