It seems these days getting your advertisement banned from the Super Bowl is almost as good as getting your ad into the Super Bowl. This sort of thing happens every year, but usually it doesn’t stir up quite as much controversy as this particular advertisement. If you haven’t heard about this controversial story already, allow me to fill you in on a few details.
Daniel Defense, whose logo is pictured above, recently attempted to purchase an advertisement slot for Super Bowl XLVIII after spending around $100,000 on production for their commercial, which can be viewed below. FOX then rejected the ad, claiming it violated the NFL’s policy regarding prohibited advertising categories. Here’s exactly what FOX said, “Unfortunately, we cannot accept your commercial in football/Super Bowl spots due to the rules the NFL itself has set into place for your company’s category.”
Daniel Defense however, claims that their ad did not violate any rules, and that they even went as far as to sit down and craft the commercial around those rules. “We actually went to the rule box and pulled out their set of rules,” claimed Daniel Defense CEO Marty Daniel. Don’t believe me? Read them for yourself here, or if you’re feeling lazy, this is what it said about firearms in ads, “Firearms, ammunition or other weapons are prohibited; however, stores that sell firearms and ammunitions (e.g. outdoor stores and camping stores) will be permitted, provided they sell other products and the ads do not mention firearms, ammunition or other weapons.”
CEO Marty Daniel said that his company sells pocket knives, t-shirts, hats, jackets, and outdoor gear, in addition to weapons and ammo, so technically, they should fall into that category. The commercial never said anything about guns or ammo, save the company’s logo at the very end that depicts a rifle. After the ad was rejected, Daniel Defense attempted to contact FOX and offered to change the logo to an American flag, but were still told no.
What do you think of this issue? Watch the controversial commercial below and decide for yourself.