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Super Bowl ad upsets the b’y

February 15, 2024
David Moscrop
​Vrbo signage on the exterior of a stadium.

Vrbo signage on the exterior of a stadium.

Kirby Lee-USA TODAY Sports via Reuters
The province of Newfoundland and Labrador is not happy with a certain Super Bowl ad – and neither are some residents. Last Sunday, a Vrbo ad aired during the game in which the iconic song “I’se the b’y” played over some … pastoral scenes involving barns and farm animals.

Now, the province’s tourism minister, Steve Crocker, wants the online rental agency to pull the ad, arguing it’s derogatory toward Newfoundland and Labrador. He’s spoken with the company, which defends the ad as poking fun “at our competition, not anyone in Newfoundland.”

While Vrbo paid a cool $7 million for the 30-second spot during the big game, it’s getting the additional attention and air time for free while also giving provincial politicians a chance to grandstand in righteous defense of their heritage.

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