Groupon's Controversial TV Commercials
A Super Bowl TV Ad Kicks Up More Fuss Than Its Sponsor May Have Intended
Feb. 7, 2011 -- Was it a spoof, an outrage -- or an outrageous spoof?
No advertisement from Super Bowl XLV ignited so much controversy as one by online coupon discounter Groupon, which struck many viewers as making light of the plight of the people of Tibet to plug Groupon's services.
The 30-second spot, for which Groupon paid close to $3 million, opens with picturesque scenes of Tibet, as actor Timothy Hutton calls attention to the troubles of its people.
"Mountainous Tibet," he somberly intones, "one of the most beautiful places in the world. This is Timothy Hutton. The people of Tibet are in trouble, their very culture in jeopardy."
His mood then shifts abruptly to one of jaunty surprise.
"But they still whip up an amazing fish curry. And since 200 of us bought on Groupon.com, we're getting $30 worth of Tibetan food for just $15."
Viewers let fly with a blistering salvo of Tweets almost immediately. "I guess Groupon decided to do a funny commercial about Tibet," said one acidic writer, "because Darfur would be in bad taste."
The other Groupon spots made fun of saving whales and the devastation of Brazil's rainforest.
Groupon CEO Andrew Mason professed surprise to the Wall Street Journal at the hostile response.
The ad — one of three aired by Groupon during the game — was intended, he maintains, only as a "spoof" of celebrity-endorsed public service announcements. Groupon takes the suffering of Tibet seriously and intends to raise money for the Tibetan people, he said.
The company then posted this on its Twitter account: "Like standing too close to a rainbow, viewers' hearts are warmed by Groupon's Super Bowl ad."
Ironically, Groupon first came into life as a website called The Point, whose purpose was to help activists and others organize and raise money for worthy causes.
Though the Super Bowl ads did not say it, Groupons' own website currently encourages users to donate to the three causes its ads lampooned: the Tibet Fund, Greenpeace and RAN (the Rainforest Action Network). Moreover, Groupon offers to match donations in part.
The donation part of the website went live at around noon Central Standard Time Sunday. Says a Groupon spokesperson, "It has always been the foundation of the campaign. We would never have run the ads without these organizations' support and a way for our subscribers to contribute to their causes."
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