Belgian production company behind controversial Super Bowl ad

Belgian production company Caviar has created an advert that will be shown during this year's broadcast of the Super Bowl, the final of the American football competition NFL, it was announced on Friday. The ad has caused some controversy because it includes a joke about a peanut allergy.

It is not the first time that Caviar, a subsidiary of the Flemish telecom company Telenet, has made an ad for the Super Bowl. The company, with offices in Brussels, London, Paris, Amsterdam and Los Angeles, was responsible for four ads in the previous two editions and seven in 2016.

This year, the company was hired by food delivery platform Uber Eats. The one-minute commercial stars former footballer David Beckham, his wife and former Spice Girl Victoria Beckham, and Friends actors Jennifer Aniston and David Schwimmer. Singer Usher, who may perform at this year's half-time show, also makes an appearance.

'Disgusting and tone-deaf'

The ad, which is about forgetfulness, has been criticised by US allergy groups because one of the jokes is about a peanut allergy, which can be life-threatening. The charity Food Allergy Research & Education said it was "surprised and disappointed" by the joke, while Food Allergy Canada asked the company to edit the ad.

One person with a peanut allergy called the ad "disgusting, tone-deaf and completely unnecessary", according to the BBC.

The Super Bowl is the most prestigious sporting event in the US and was watched by a record 115 million people last year. According to US media, it costs around 7 million dollar to air a 30-second commercial at half-time.

The San Francisco 49ers take on the defending champions, the Kansas City Chiefs, in the 58th edition of the Super Bowl at Allegiant Stadium in Las Vegas on Sunday night. The game kicks off at 00.30 Belgian time.

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