Allstate insurance company under fire for 'woke' Sugar Bowl ad saying Americans have 'addiction to divisiveness and negativity'

Allstate CEO Tom Wilson is under fire after a video statement was released ahead of the Sugar Bowl, which Allstate is the official corporate sponsor of. The game, which took place at Caesars Superdome in New Orleans Thursday, was postponed after the terror attack in the French Quarter early New Year’s Day.

"Welcome to the Allstate Sugar Bowl. Wednesday, tragedy struck the New Orleans community," the message began. "Our prayers are with the victims and their families.

"We also need to be stronger together by overcoming an addiction to divisiveness and negativity," Wilson continued. "Join Allstate working in local communities all across America to amplify the positive, increase trust, and accept people’s imperfections and differences. Together, we win."

The message came after 42-year-old Shamsud-Din Jabbar, in the early hours of Wednesday morning, drove an electric Ford truck into a crowd and opened fire on law enforcement, killing at least 14 people and injuring dozens of others. Found inside Jabbar’s truck was an ISIS flag, and the FBI said that Jabbar had joined ISIS before the summer.

Wilson’s message was widely slammed on social media.

Turning Point USA’s Isabel Brown wrote, "Turned on the Notre Dame - Georgia game for it to start with this ridiculous propaganda from Allstate on yesterday’s terrorist attack," adding after quoting the video, "You’re JOKING."

"Wtf is wrong with this guy," X owner Elon Musk wrote.

Texas Governor Greg Abbott wrote, "This is crazy by Allstate. Maybe — and hear me out here — we should all agree that terrorism will not be tolerated in the United States."

"Allstate should fire everyone responsible for this disgusting ad released during the Sugar Bowl," wrote Senator Marsha Blackburn. "Instead of condemning terrorism, Allstate CEO Tim Wilson said we should reflect on a terrorist attack by overcoming 'divisiveness and negativity’ and accept 'imperfections and differences.’ Unbelievable."

Turning Point USA founder Charlie Kirk wrote, "A jihadist killed and maimed dozens of innocent Americans in a hate-fueled rampage, and the CEO of Allstate thinks Americans watching the Sugar Bowl need a lecture from him on overcoming 'an addiction to divisiveness and negativity?’ Absolutely not!!"

Wisconsin State Rep. Alex Dallman wrote, "Lets band together & show the world what Americans think about bending the knee to woke liberals & terrorists. Support our troops, law enforcement, the victims of these senseless tragedies & their families. #ALLSTATE messed around & they're about to find out! #CancelAllState."

OutKick founder Clay Travis said the company may face a Bud Light-esque boycott. "Prediction: @Allstate has a serious mess on their hands over this Sugar Bowl message. Tone deaf on an epic scale. They may get Bud Light’d. Look out."

In 2023, Bud Light faced a massive boycott after the beer brand teamed up with trans-identified male TikToker Dylan Mulvaney. The beer’s parent company, ABInbev lost $390 million between 2022 and August 2023 due to the marketing stunt, with a 2023 second-quarter earnings report marking a 10.5 percent drop in revenue for its US market and a 28.2 percent drop in core profit. Bud Light also lost its spot as America’s most popular beer to Modelo.

Allstate told Fox News in a statement, "To be clear, Allstate CEO Tom Wilson unequivocally condemns this heinous act of terrorism and violence in all forms. We stand with the families of the victims, their loved ones and the community of New Orleans. The reference to overcoming divisiveness and negativity reflects a broader commitment to fostering trust and positivity in communities across the nation."