Elon Musk Fires Back At Super Bowl Ads Campaign Targeting Tesla's Autonomous Driving

During early February 2024, a major controversy erupted during the Super Bowl championship when a series of advertisements called for a boycott of Tesla Inc (NASDAQ: TSLA), prompting Elon Musk to deliver a biting response. The ads, which emerged during one of America’s most-watched sporting events, sparked intense debate about autonomous vehicle safety and corporate accountability.

The Dawn Project’s High-Profile Campaign Against Tesla

Tech billionaire Dan O’Dowd founded The Dawn Project with a stated mission to ensure software safety across various applications. At Super Bowl LVIII, the organization released two advertisements that alleged Tesla had failed to adequately address multiple safety concerns raised about its Full Self-Driving system. The campaign directly urged consumers to boycott the automaker.

“When you buy a new Tesla you are financing and enabling Elon Musk to put a dangerous, unfinished product on our public roads,” O’Dowd stated in a public announcement during the Super Bowl. The messaging positioned the autonomous driving feature as a threat to public safety, specifically warning families to avoid Tesla vehicles. This marked a rare instance of such aggressive advertising criticism directed at a major automaker during the Super Bowl.

NTSB Distances Itself From The Unauthorized Advertisement

The National Transportation Safety Board, a government investigative agency, quickly clarified that it had no involvement in producing or endorsing the Super Bowl ads. More notably, the NTSB discovered that The Dawn Project had used its official seal in the advertisements without authorization—a violation of Federal law.

In a formal letter, the NTSB stated: “Contrary to Federal law, you did not obtain, and the NTSB did not grant, permission to use the NTSB Seal in your Super Bowl LVIII commercial or on any other materials.” The agency emphasized that the unauthorized use of its seal was misleading, as it falsely implied NTSB endorsement of The Dawn Project’s message. Officials demanded that the organization cease using the seal immediately, terming the practice “unlawful.”

Elon Musk’s Sharp Response To The Campaign

When confronted with the boycott campaign and O’Dowd’s safety allegations, Musk responded dismissively on social media. “He has lost his marbles,” the Tesla CEO tweeted, characterizing O’Dowd’s claims as unfounded. Musk also noted that it came as “unsurprising” that The Dawn Project founder had violated Federal law by incorporating the NTSB logo without authorization.

The CEO’s terse response reflected growing frustration within the electric vehicle industry regarding ongoing scrutiny of autonomous driving capabilities. While Musk did not directly address the safety concerns raised about Full Self-Driving, his reaction centered on delegitimizing O’Dowd’s credibility.

Industry Context And Broader Safety Debates

The Super Bowl ads incident highlighted the intensifying tension between autonomous vehicle advocates and safety critics. The Dawn Project’s decision to invest significantly in Super Bowl advertising demonstrated the organization’s commitment to raising public awareness about Full Self-Driving concerns. Meanwhile, the NTSB’s swift response underscored the seriousness with which Federal agencies treat unauthorized use of their authority and seals.

This clash between Elon Musk, The Dawn Project, and government regulators reflects broader industry debates surrounding the safety and readiness of autonomous driving technology. The controversy raises questions about how advanced driver assistance systems should be marketed and regulated as they continue evolving.