The Super Bowl is one of the biggest sports events in America for multiple reasons. It’s not just the contagious thrill of the game that makes it so great, but also the performances during its halftime show and the commercials that bring about a lot of speculation about the big game night.
In yet another interesting twist about the Super Bowl commercials, CBS secured 30 seconds of prime Super Bowl ad time for a show that has received an official warning for its controversial portrayal of firefighting professionals. While the ad was a surprise for many, it has sparked debates about whether or not it is appropriate to air an advertisement for a banned show at such a huge event.
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Super Bowl Commercial For ‘Fire Country’ Draws Criticism
A Super Bowl commercial that lasted for about 30 seconds is raising controversy. The commercial was about the upcoming season of ‘Fire Country’, a procedural drama centered around California firefighters working against wildfires. However, the show has been criticized for its unrealistic portrayal of the profession, leading Cal Fire (California Department of Forestry and Fire Protection) to issue a condemning statement during its first season.
The Super Bowl ad has the show’s firefighter protagonist delivering a dramatic monologue while watching footage of ‘Fire Country‘ firefighters projected onto a wall. “Every time you suit up could be the last chance you’ll ever get to lay it all on the line,” the protagonist says, his voice oozing drama. “To fight with the person next to you and for the person next to you. To be remembered as someone who faced the fire and never flinched.”
The speech attempts to convey the intense nature of firefighting, but many viewers find the acting lacking. Right after the commercial aired during Super Bowl, social media was abuzz with mixed reactions. “That ad for the show Fire Country has me rooting for the fire,” a social media user said.
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Why Was ‘Fire Country’ Disavowed By Cal Fire?
‘Fire Country‘ follows the story narrative focused around Bode Donovan, a Northern California man who becomes an inmate firefighter to reduce his prison sentence after committing an armed robbery. Stationed in his hometown, he works along with professional firefighters to battle wildfires.
California’s inmate firefighter program is highly controversial, as it conveniently ignores some grave issues like the minimal wages inmates get for hazardous work. Not only does the show downplay these issues, but it also has several other inaccuracies and dramatizations.
According to Cal Fire, the show dramatizes conflicts between inmate firefighters and professional firefighters. Cal Fire therefore issued a notice to the show stating the issues. “This television series is a misrepresentation of the professional all-hazards fire department and resource protection agency that Cal Fire is,” Cal Fire Chief Joe Tyler wrote in the agency’s statement disavowing the show in 2022.
“The dramatization of inmate firefighters fighting members of Cal Fire is a poor reflection of the value of our Camps Program and the incredible work and leadership of our Fire Captains who supervise our hand crews,” it added.
While CBS hoped to generate buzz for ‘Fire Country‘ during the Super Bowl, it might just have backfired and added to the negative publicity of the show.
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