In the wake of the U.S. Superbowl on Sunday, news sources and social media outlets are reporting on the notorious commercials that accompanied the big game. With every year, the Superbowl commercials seem to become a bigger spectacle. Anticipation and expectations are always high. Viewers tune in to see commercials that are greater, funnier, and more elaborate. Perhaps not coincidentally, the commercials seem to become more controversial and even more offensive. Viewers, commentators, and journalists now are quick to note the sexist, racist, and generally problematic nature of these commercials.
For example, the Audi commercial has created controversy for its presentation of masculinity and its reference to sexual assault. In this commercial, a teenage boy is getting ready for his prom. It seems as though he is not a popular guy in his school and so he sets out for the prom on his own. Luckily, his parents lend him their Audi for the occasion. Once in the Audi, the teenager is transformed. Girls look at him differently. He feels powerful and self-assured. He arrives at the school, parks in the principal’s designated spot, and walks confidently into the prom. At this point, he finds a beautiful teenage girl, grabs her, and kisses her without her permission. Though she is surprised at first, she eventually appears to give in. The girl’s boyfriend, on the other hand, is not impressed. The final scene of the commercial is the teenage boy driving away with a black eye, probably given to him by the enraged boyfriend. Though he has a black eye, he seems triumphant with his conquest for the night.