The recently concluded Super Bowl LVIII wasn't just about football and halftime shows; it was also a battleground for commercials. Among them, Prime Video's The Boys dropped a "too patriotic" ad for Vought International, their fictional corporation behind the "heroic" Seven, in what's part ironic jab at American exceptionalism and part self-aware marketing ploy.
The ad itself is a humorous montage. Slogans like "Freedom. Football. Family. Horses. Words synonymous with Vought and this great nation" juxtapose real heroes like firefighters with the morally ambiguous Seven.
It's an obvious critique of idolizing celebrities and corporations instead of true heroes, all the while promoting Vought's energy drink, Turbo Rush.
This is the kind of genius satire that the show is known for. It perfectly mirrors The Boys' core theme of deconstructing superhero narratives and exposing corporate corruption. The "too patriotic" label adds a new layer, suggesting its subversive nature and its criticism of blind patriotism.
More importantly, it's a calculated marketing move. The controversy and its "banned" label generated discussion, attracting viewers curious about the "provocative" kind of content on what can easily be described as one of the most American days of the year. The ad effectively reminds viewers of The Boys' upcoming season without revealing any spoilers.
